Sol de Janeiro enters men’s grooming market with Cheiroso Cologne Mist launch
Each comes in a 90 mL bottle and is designed to be portable and easy to reapply from day to night.
USA – Sol de Janeiro, the award-winning Brazilian-inspired beauty brand behind one of prestige beauty’s fastest-growing fragrance businesses, has launched Cheiroso Cologne Mist, its first fragrance collection for men.
The debut represents a notable expansion for the brand as it moves into the men’s category with a product that pairs premium scent with freshness-enhancing technology designed to help keep odour in check.
Launched in the middle of summer, the collection arrives as consumers increasingly look for lighter, more versatile scent formats that can be worn easily throughout the day.
It also comes at a time when prestige beauty is paying more attention to male shoppers, while global soccer adds a timely cultural backdrop for the brand’s expansion.
The line is rooted in Brazil’s pelada culture, the country’s informal pickup soccer tradition played on beaches, streets and in local parks.
Sol de Janeiro said the concept reflects friendship, optimism, inclusion and the joy of participating, values it sees as central to the Cheirosa franchise and now to its first men’s launch.
Chief executive Jordan Saxemard said the brand did not want to create another traditional men’s fragrance, but instead aimed to introduce a new generation of consumers to Sol de Janeiro through a differentiated mix of scent, freshness technology and Brazilian spirit.
He said Cheiroso was built as a new franchise specifically for men, while still staying true to the fragrance expertise and joyful identity that made Cheirosa a standout success.
The campaign, titled Play It Your Way, features Brazilian actor André Lamoglia and creator Alejandro Rosario.
Lamoglia said futebol in Rio was about more than sport, describing it as a source of friendship, confidence and lasting memories, while Sol de Janeiro said he was a natural fit because of his connection to the culture that inspired the launch.
At the centre of the range are two all-over body cologne mists, Cheiroso 10 and Cheiroso 7, both inspired by soccer’s iconic jersey numbers.
Cheiroso 10 blends crushed cardamom, Brazilian pineapple and smooth cedarwood, while Cheiroso 7 combines wild lavender, salted macadamia nut and vanilla woods.
The launch reflects a broader opening in men’s grooming, where consumers often choose between basic body sprays and luxury fragrances, leaving room for a premium format that bridges the two.
The brand also pointed to its deepened partnership with Sephora as an important part of expanding prestige beauty among male consumers.
The rollout began with a “Coming Soon” experience on Sephora.com on July 10, followed by an exclusive preview on the Sephora app on July 13 and full availability on Sephora.com on July 14.
The collection is set to arrive in Sephora stores from August 14, with all doors carrying it by August 21.
Earlier this year, the brand announced a multi-year partnership with the Washington Spirit as its Official Body Care and Celebration Partner, extending its focus on the rituals and communities around sport.
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