The Cheirosa 62 perfume mist from Sol de Janeiro. Sol de Janeiro

Millennials had Victoria's Secret and Bath & Body Works . Gen Z has Sol de Janeiro.

The body, hair, and fragrance brand, founded in 2015, has become a major player in the industry. A 2025 fiscal year report from L'Occitane Group, Sol de Janeiro's parent company, said the brand accounted for 31.6% of the group's sales. The report also described Sol de Janeiro as Sephora North America's No. 1 beauty brand and the No. 1 fragrance brand on Amazon US at the time.

Two Sol de Janeiro products have led that charge. First, millennials embraced the $48 Brazilian Bum Bum Cream after it launched in 2015, turning it into a skincare staple.

Tweens and teens have now become obsessed with the $39 Cheirosa perfume mists, the first of which debuted in 2020.…