Sol de Janeiro Enters Men's Category with Soccer-Inspired Cologne Mists

Sol de Janeiro is expanding into the men’s category with the launch of its new Cheiroso Cologne Mist franchise, marking one of the brand’s most significant product introductions to date. This strategic move marks the first time Sol de Janeiro targets men with its new Cheiroso fragrance line, signaling a broader demographic push for the brand known for its viral body mists.

The launch includes two new fragrances, Cheiroso 7 Cologne Mist and Cheiroso 10 Cologne Mist. Available direct-to-consumer as of Tuesday and via Sephora's online store beginning Monday, the fragrances will roll out to Sephora stores nationwide in August. The retail rollout highlights the brand's ongoing reliance on its beauty specialty partner, mirroring how other digital-first brands like FlutterHabit are bringing DIY lash extensions to Sephora to transition from online channels to physical shelves.

Priced at $26 for a 90-ml bottle, the fragrances are named after the iconic jersey numbers worn by some of soccer’s biggest stars, including Neymar Jr., Cristiano Ronaldo, and Lionel Messi. This naming convention reflects the brand’s strategy of tapping into the growing global interest in men’s fragrances, body mists, and soccer ahead of the 2026 FIFA World Cup.

The launch campaign stars Brazilian actor André Lamoglia alongside TikTok creator Alejandro Rosario. Shot on Rio de Janeiro’s Ipanema Beach, the campaign pays homage to the Brazilian roots that inspired the creation of Sol de Janeiro more than a decade ago.

The release also represents the company’s first major product launch since Jordan Saxemard succeeded co-founder Heela Yang as chief executive officer in April. This transition comes at a time when many DTC brands are making major retail debuts and scaling up their physical footprints to sustain long-term growth.