Beauty / news
Sol de Janeiro Launches Intense Perfume Mists With Up to 10-Hour Wear
The Brazilian-inspired brand is introducing a higher-concentration version of its body mists, launching at Ulta Beauty in August and Sephora later this year.
Sol de Janeiro is adding a more concentrated chapter to its body mist line. The new Intense Perfume Mists are formulated to last up to 10 hours, bridging the gap between everyday mists and luxury perfumes, according to CEO Jordan Saxemard.
The launch responds to consumer demand for greater longevity from Sol de Janeiro's signature mists. Saxemard described the format as a 'new expression of prestige body fragrance,' offering the ease of a mist with a higher fragrance concentration.
The initial collection includes intensified versions of the scents Cheirosa 65, 59 and 91, plus a new pineapple-orange flower scent, Cheirosa 74. Three of the scents will launch at Ulta Beauty on August 23, with Cheirosa 91 Intense to follow as a Sephora exclusive later in the year.
Sol de Janeiro, now 11 years old, has grown into Sephora's top-selling brand, a status that has attracted knockoffs from competitors such as MCo Beauty. The company said the new format allows it to evolve with consumers while introducing a more elevated fragrance experience to a new generation.