Sol de Janeiro Grows Retail Footprint with Urban Outfitters

Urban Outfitters is carrying a sunny new personal care brand.

Sol de Janeiro, known for its sensorial body care and bold Brazilian spirit, is marking a new lifestyle retail partnership with launch into the popular Gen Z fashion retailer. The collection spans over 40 products across body care, fragrance and haircare.

“Sol de Janeiro has always believed beauty is something you live, through scent, body care, and daily rituals that spark joy, self-expression, and self-celebration,” said Jordan Saxemard, chief marketing officer of Sol de Janeiro. “Urban Outfitters is a natural partner for us because it understands the connection between beauty, fashion, and individuality. This launch allows us to connect with our community in a space that feels culturally relevant and true to how they discover, express, and define personal style.”

A Destination for Youth Culture

The partnership reflects a shared understanding of how Gen Z engages with beauty today, where fashion, culture, and daily ritual intersect. Insights from UO Insiders – the brand’s network of over 10,000 Gen Z shoppers, students and influencers – identify skincare, fragrance, and suncare as top daily-use categories signaling a broader shift toward wellness and fragrance as a key vehicle for self-expression, officials said. As UO continues to expand its beauty and wellness assortment, the addition of Sol de Janeiro builds on this momentum, deepening the retailer’s connection with the Gen Z community while further strengthening UO’s position as a destination for the categories and products defining youth culture, officials said.

With viral demand and consistent sellouts across hero franchises, officials say Sol de Janeiro has become a category leader defined by both cultural relevance and performance, whose hero Cheirosa Perfume Mists — a category-defining format — have reportedly reached one unit sold every second globally. The partnership comes on the heels of Urban Outfitters’ best-selling year for fragrance in 2025.

UO brings Sol de Janeiro to life within an immersive retail experience, where consumers can browse the brand’s signature Brazilian-inspired rituals alongside apparel, accessories, shoes, and home. The display will include full-size favorites and travel-ready sets with offerings like the Hair & Body Mist Discovery Duo and Mini Body Cream Duo arriving in early summer.