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Sol de Janeiro
Sol de Janeiro enters the men’s fragrance category with the launch of Cheiroso Cologne Mist
Known for redefining fragrance through its signature body mists, Sol de Janeiro is entering the men’s fragrance category with the launch of Cheiroso 7 and Cheiroso 10 Cologne Mists. Developed specifically for men, the collection introduces a new fragrance experience that blends premium scent with freshness-enhancing technology while staying rooted in the brand’s joyful Brazilian spirit.
The launch responds to growing consumer demand for lighter, more versatile scent formats and reflects Sol de Janeiro’s ambition to bring a distinctly Brazilian perspective to a category traditionally dominated by deodorants and fine fragrance.
Chief Executive Officer, Sol de Janeiro
Sol de Janeiro has a very clear emotional positioning. It’s about joy, it’s about confidence, it’s about self-expression and the sensorial spirit of Brazil. Cheiroso embodies and carries that forward, but through a new lens for men.
Rooted in Brazil’s rich football culture, the launch draws inspiration from pelada – the country’s beloved pick-up football tradition centred on friendship, optimism, inclusion and connection. Through the Play It Your Way campaign, starring Brazilian actor André Lamoglia, Sol de Janeiro brings these values to life while introducing a new audience to the brand’s universe.
At the heart of the collection is Sol de Janeiro’s freshness-enhancing technology, designed to deliver a premium fragrance experience throughout the day. The range features two all-over body cologne mists inspired by football’s most iconic shirt numbers: Cheiroso 10, blending crushed cardamom, Brazilian pineapple and cedarwood, and Cheiroso 7, combining wild lavender, salted macadamia nut and vanilla woods.
The launch reflects the brand’s commitment to purposeful innovation and consumer-led growth. It also forms part of a broader innovation journey across the Sol de Janeiro portfolio, following the successful introduction of Jelly Perfume Balm, a new solid fragrance format designed for on-the-go scent application. Together, these innovations demonstrate the brand’s focus on creating new experiences that resonate with consumers while strengthening its category leadership.
Chief Executive Officer, Sol de Janeiro
We want to keep growing with intention; we want to keep investing in innovation, and we want to keep being the pioneers in everything we do. We believe that men’s fragrance is ready for a new kind of product.
The launch also reflects a broader opportunity within premium beauty, where consumers are increasingly seeking products that combine high-performance functionality with elevated sensorial experiences. Through initiatives such as Cheiroso and its continued partnership with Sephora, Sol de Janeiro is helping to expand participation in prestige beauty while reaching new consumer audiences.
General Manager, L’OCCITANE Group
The future of premium beauty brands like ours is driven by bold, high-quality product innovation. We have a strong pipeline ahead, with more innovations already in development and the first of many still to come.
