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Bum Bum Cream, Bikini Pics and Body Spray: What’s Behind the Sol de Janeiro Hype

From body cream to fragrance, L’Occitane’s crown jewel has lured TikTokers, tweens and shareholders alike. Now, at the height of its popularity, the latter thinks the buzzy beauty brand deserves its own public listing.
A woman in a yellow swimsuit sprays a bottle of Sol de Janeiro perfume mist.
Sol de Janeiro has seen booming body spray sales. (Sol de Janeiro)
By
BoF PROFESSIONAL

Gen-Z fragrance TikToker Paul Fino has a stockpile of Sol de Janeiro lotion and body sprays in nearly every scent. But he still longs for the one that got away: a special-edition body spray made with pop star Anitta that came out almost three years ago.

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About the author
Liz Flora
Liz Flora

Liz Flora is a Beauty Correspondent at Business of Fashion. She is based in Los Angeles and covers beauty and wellness.

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