How Sol de Janeiro became the crown jewel of Sephora

The bodycare line Sol de Janeiro launched in 2015. Today, it’s the top-selling brand at Sephora.

Historically, perfume ads have followed the same plot: the heroine cinematically spritzes herself with a scent, immediately rendering her irresistible to everyone she encounters. But this formula may no longer be working. For Gen Z, the point of perfume isn’t to make others swoon with desire. Spraying yourself with fragrance is a form of self-care, an opportunity to boost your mood. At least that’s Sol de Janeiro’s thesis.