Sol de Janeiro enters men’s fragrance category with Cheiroso

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.

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.

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, reflecting the brand’s strategy of tapping into growing interest in men’s fragrances, body mists and football as part 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.