Sol de Janeiro Launches Premium Mists to Tap Upmarket Fragrance Demand

Sol de Janeiro is betting on the long-term momentum of the body mist category. The Brazilian-inspired body care and fragrance brand announced the launch of its Intense Perfume Mists, a higher-potency version of its signature body sprays formulated to offer up to 10 hours of wear.

“We really see Intense as a new expression of what we call the prestige body fragrance,” said Sol de Janeiro CEO Jordan Saxemard. “It bridges the space between fragrance mist and fine fragrance by combining the ease and spontaneity of a mist, which people love and our consumer loves, but with a higher fragrance concentration.”

Saxemard said consumer demand for longer-lasting scents prompted the development of the new format. The initial lineup includes concentrated versions of three popular existing scents—Cheirosa 62, 59, and 91—alongside a new pineapple and orange flower fragrance, Cheirosa 74.

Cheirosa 62, 59, and 74 Intense will launch at Ulta Beauty on August 23, while Cheirosa 91 Intense will release as a Sephora exclusive later in the year.

“[The intense format] really allows us to evolve with our consumers, while also bringing a more elevated fragrance experience to a whole new generation, and also a generation that grew up with us,” Saxemard said. Over its 11-year history, Sol de Janeiro has grown into the top-selling brand at Sephora, inspiring a wave of mass-market dupes across the beauty retail sector.

While declining to state precise concentration percentages, Saxemard noted that the new mists feature more than double the fragrance concentration of the original formulas, boosted by a newly developed solar amber accord. Created by Robertet perfumer Jérôme Epinette—who formulated the original Cheirosa 62 scent featured in the brand’s signature Bum Bum Cream—the collection is backed by a campaign starring Brazilian singer-songwriter Iza, filmed in Rio de Janeiro.

The launch comes amid a broader portfolio expansion in 2026 aimed at capturing market share in the fast-growing fragrance sector. In February, Sol de Janeiro introduced solid perfumes designed for scent layering, followed by its July entry into male-targeted scents with the Cheiroso Cologne Mists line.

These additions enter a increasingly competitive body mist market where brands ranging from Eos and Summer Fridays to niche luxury houses like Byredo and Penhaligon’s have recently launched lightweight mist formats.

The boom in fragrance mists reflects sustained consumer preference for accessible price points. Mass-market fragrance was the fastest-growing sector by U.S. retail sales in the first half of 2026, according to analysis of U.S. beauty market trends from research firm Circana.

Price increases have contributed significantly to revenue growth in the category. Circana reported that while mass fragrance dollar sales rose 15% in the first half of 2026, unit volume increased by 7%. In prestige fragrance, dollar sales grew 6% while unit volume remained flat, though higher-concentration perfumes delivered double-digit growth within prestige retail.

Sol de Janeiro’s premium mists straddle both trends by offering higher-priced, more concentrated formulas within an accessible format. The 90-milliliter Intense Perfume Mists will retail for $34, compared to $26 for standard mists of the same size. Saxemard expressed confidence that consumers will pay more for mists that deliver the longevity and structure of traditional fine fragrance.

“If you think about the body fragrance category, it’s no longer a secondary or entry-level category,” Saxemard said. “Now consumers are approaching mists with the same curiosity and discernment as they bring to fine fragrance. They’re thinking about notes, concentration, layering, mood, longevity, moments in the day. And that shift really creates an enormous space for innovation.”

High-concentration extensions of core scent lineups have already proven effective at the high end of prestige retail. Omani luxury perfume house Amouage reported that sales of its Exceptional Extraits collection nearly doubled in the first half of 2026, driving a 74% increase in overall retail revenue to $360 million. Those formulas, which offer concentrated editions of key eau de parfums like Guidance and Purpose, retail for $550 per bottle.

The product rollouts follow leadership changes at Sol de Janeiro. Founder and CEO Heela Yang stepped down in April 2026, with Saxemard taking over the top executive role. Fast-to-market fragrance innovation remains central to his ongoing growth plan.

“Fragrance is a huge part of everything that we do, and body care, as well. And we’re not gonna go away from those categories,” Saxemard said. “Evolving with our consumer and their needs, anticipating their needs, and solving problems of their daily lives through solutions within fragrances, within beauty, is what we will keep on doing. And Intense is proof of that.”

L’Occitane Group acquired a majority stake in Sol de Janeiro in 2021 at a $450 million valuation. After taking the parent group private in 2024, L’Occitane reported in 2025 that Sol de Janeiro generated 31.6% of its €2.8 billion ($3.25 billion) in total annual sales.