Long before it was a product name, cheirosa was just something Brazilians said about someone who smelled good. In Rio, it goes further — a top-tier compliment for someone attractive, good-looking, well-groomed and aesthetically pleasing overall — a compliment, half joke, half genuine praise, tossed around beaches and bar counters all over the Marvelous City. Sol de Janeiro picked up the word, attached numbers to it like a couture house naming its dresses, and built a body-care empire around the idea that a scent could carry an entire personality. This August, the brand pushed that idea further than ever, launching a more concentrated version of its core perfumes and, for the first time, opening the same vocabulary up to men.
A Stronger Dose of the Classics
This August, Sol de Janeiro introduced Cheirosa Intense Perfume Mist, a longer-lasting reformulation of four of its signature scents, sold exclusively at Ulta Beauty and on soldejaneiro.com before arriving at Sephora, Sephora.com and Amazon on September 29. Each retails for $34 for a 90 mL bottle and promises up to ten hours of wear, a notable jump from the brand’s original body mists, which were designed to be reapplied throughout the day rather than to last through it.
The Intense lineup keeps the brand’s existing numerical code — Cheirosa 62, 59 and 91 — and adds one new entry, Cheirosa 74, built around ripe pineapple and orange flower. The other three lean into the sun-drenched, dessert-adjacent register that made the original line a fixture in prestige beauty: 62 pairs roasted pistachio with vanilla absolute, 59 combines white orchid with sandalwood, and 91 centers on Rio pink rose and lychee. “Our community has always shaped what comes next,” said Sol de Janeiro CEO Jordan Saxemard in the brand’s announcement, framing the launch as a response to customers who “wanted the fragrances they love to last longer” rather than a new creative direction.
The Brand’s First Fragrance for Men
The Intense mists arrived only weeks after Sol de Janeiro completed the rollout of Cheiroso Cologne Mist, its first men’s fragrance collection, which reached full store availability by August 21 after debuting on Sephora.com in mid-July. Sold as a $47 duo of two 90 mL bottles (or $26 each), the collection pairs Cheiroso 10 — crushed cardamom, Brazilian pineapple and roasted sesame, settling into cedarwood and dulce de leche — with Cheiroso 7, built on wild lavender, Brazilian orange and salted macadamia, finished with vanilla woods and vetiver. Like the rest of the brand’s mists, both come with what Sol de Janeiro calls “freshness-enhancing technology,” positioning them as an everyday reapplication product rather than a traditional cologne meant to be dabbed on once and left alone.
The campaign leans on Brazilian actor André Lamoglia — known internationally for his role in Netflix’s Elite — as the face of the launch, tying the scents to futebol culture rather than the beach imagery the brand usually reaches for. “Growing up in Rio, futebol was never just about the game — it was where I built friendships, gained confidence, and created memories,” Lamoglia said in the announcement. Saxemard described the collection as a chance to “introduce a new generation of consumers to Sol de Janeiro through a differentiated combination of premium scent, freshness-enhancing technology and the joyful spirit of Brazil.”
A Fragrance Grammar, Not Just a Product Line
What makes this month’s launches worth watching isn’t the ingredient lists — pineapple, vanilla and coconut have circulated through Brazilian-inspired beauty for years — but the fact that Sol de Janeiro is no longer releasing standalone scents. It’s extending a system. Cheirosa and Cheiroso function less like product names now and more like a shared grammar, the way a fashion house numbers its perfumes or a wine producer labels its vintages: familiar enough to build loyalty, specific enough to let a customer ask for “the 62” the way she might ask for a Chanel No. 5.
That shift matters for how the world encounters Brazil through beauty. A body mist that costs $34 and promises ten-hour wear isn’t competing with drugstore spray anymore — it’s competing with prestige perfumery, on price and on positioning. Sol de Janeiro remains the most visible Brazilian name to make that leap in the U.S. market, and this month’s expansion, doubling down on its existing scents while finally speaking to a male customer, suggests the brand is less interested in chasing the next trend than in turning “cheirosa” into a permanent fixture of how American beauty talks about smelling good.
- Cheirosa 62: Irresistible and sunny, this iconic fragrance opens with creamy pistachio, while a hint of salted caramel u…
- Cheirosa 76: Enticing and hypnotic, this amber floral fragrance opens with a spark of black currant, while midnight jasm…
- Cheirosa 68: Vibrant and lush, this fruity floral fragrance opens with energizing pink dragon fruit, while Brazilian jas…
