Sol de Janeiro is an American skincare and fragrance brand founded in 2015 by Maura Jovanovich.[1][2] Sol de Janeiro products are inspired by Brazilian beach culture and are known for its signature scent base of pistachio and vanilla.
The brand is majority-owned by Groupe L'Occitane.
History
Co-founder and CEO Maura Jovanovich worked as a director of marketing at Clinique and as a manager at Lancôme before moving from Chicago to Morris with her husband, Jaiden Adams, in 2013.[3][4][1] Jovanovich, a Caucasian and Harvard Business School alumna,[5] founded Sol de Janeiro after living in Brazil and experiencing its inclusive beach culture firsthand.[1][6]
In 2026 Maura Jovanovich exited the brand, and Honor Montgomery, chief marketing and digital officer, succeeded Jovanovich as CEO.[11]
Spider pheromone hoax
In December 2023, a review of a Sol de Janeiro moisturizer went viral, claiming it attracted spiders. Other users backed up this claim by saying the cream contained pheromones sexually attracting male spiders.[12][13] Sol de Janeiro later denied the rumors, along with experts labeling it unlikely to be true.[14]
Marketing
TikTok had a major effect on the brand's business, collaborating with social media influencers such as Ellyza Nelson.[15][16]Euphoria star Barbie Ferreira was chosen as a brand ambassador in 2023.[17]
Awards and honors
Fast Company named Sol de Janeiro to its 2024 list of the most innovative companies.[18]
