Sol de Janeiro’s spray fragrances, like its Cheirosa 68 (Brazilian jasmine & pink dragonfruit) and Cheirosa 62 (vanilla & salted caramel), were the viral beauty product of 2023, generating 850 million TikTok views. Videos and memes by influencers helped triple sales at the brand, a majority-owned subsidiary of Groupe L’Occitane, to more than $1 billion. That’s by design: the company upped their marketing to work with more than 6,000 influencers this year. The fruity-smelling products have also found a sweet spot: They're more affordable for young consumers than premium parfums, but with a cool cachet that separates them from drugstore fragrance brands. In one TikTok video titled "It's the perfect girly fragrance" with 22,000 likes, an influencer called traceofhearts sprays Brazilian Crush Cheirosa 68. "It has that fruitiness, ooh, also the vanilla undertone, it's like there,” she says. “This is definitely going in my bag." TikTok’s U.S. future may be uncertain, but Sol de Janiero CEO Heela Yang says fans of the company’s fragrances and (also-viral) Brazilian Bum Bum Cream aren’t going anywhere.
More Must-Reads from TIME
- How the Economy is Doing in the Swing States
- Harris Battles For the Bro Vote
- Our Guide to Voting in the 2024 Election
- Mel Robbins Will Make You Do It
- Why Vinegar Is So Good for You
- You Don’t Have to Dread the End of Daylight Saving
- The 20 Best Halloween TV Episodes of All Time
- Meet TIME's Newest Class of Next Generation Leaders
Contact us at letters@time.com