Sol de Janeiro Marketing Breakdown: The Secret Behind Their Explosive Growth

What does it take to turn a beauty brand into a million-dollar powerhouse? Sol de Janeiro has the answer.

Founded in 2015 by Heela Yang, Camila Pierotti, and Marc Capra, the brand has redefined beauty with its Brazilian-inspired rituals, body positivity, and self-love ethos. But their success isn’t just about great branding—it’s backed by massive sales growth.

In the financial year ending March 31, 2024, Sol de Janeiro reported net sales of approximately €686 million—a staggering 157% increase from the previous year. 

So, what’s their secret? Let’s break it down.

1. Use influencer marketing to skyrocket brand awareness

Sol de Janeiro has mastered the art of influencer marketing. In 2023 alone, they partnered with over 6,000 influencers, leveraging the power of authentic reviews and user-generated content.

Influencers showcased the products in "get ready with me" videos, scent layering tutorials, and emotional storytelling posts—creating hype and credibility.

A standout campaign was their global partnership with influencer Barbie Ferreira in May 2023, which led to:

• A 33% increase in sales
• Over $2 million in earned media value

2. Build an engaged online community on social media

With over 2.6 million followers on both Instagram and TikTok, Sol de Janeiro knows how to keep their audience engaged. 

Their social media strategy includes:

• User-generated content: Real customers sharing real experiences.
• Funny, relatable videos: Tapping into meme culture and trending audios.
• Product reviews & promos: Making sure their audience is always excited about what’s next.

By consistently showing up where their audience spends time, they’ve turned their followers into loyal fans and repeat buyers.

3. Optimize Facebook ads for conversions

Sol de Janeiro's Facebook ad strategy is a masterclass in conversion optimization. They use:

• Eye-catching visuals: High-quality images and videos that stand out.
• Influencer-backed content: Ads featuring influencers who already love the product.
• Urgency & scarcity tactics: Copy like “1 sold every second”, “limited edition”, and “sold out once” creates FOMO (fear of missing out).
• New product hype: They ensure every launch gets maximum exposure.

Their ads don’t just sell—they create a sense of exclusivity that makes people want to buy now.

Take a look at some of the banners they use: 

4. Keep customers excited with new product launches

Rather than relying on a few hero products, Sol de Janeiro constantly introduces new items to keep their audience engaged.

• Limited-edition scents create excitement.
• Seasonal collections encourage repeat purchases.
• Collaborations with influencers help products gain instant traction.

This strategy ensures that customers always have a reason to return—whether it’s to restock a favorite or try something new.

5. Implement conversion rate optimization strategies

Sol de Janeiro ensures that every visitor to their website is nudged toward a purchase. 

Here’s how:

First-time visitors are greeted with a welcome popup offering free shipping and 10% off in exchange for their email. This incentive encourages immediate engagement.

After entering an email, users are prompted to provide their phone number. This two-step approach increases both email and SMS opt-ins, allowing the brand to build stronger customer relationships through multiple channels.

Here are some multi-step popup ideas if you’d like to build your email and SMS list at the same time: 

From the Popup LibraryMore quiz popups

PreviewThe Perfect Match QuizPreviewBoieusa RefinedPreviewBoieusa FaithfulPreviewThe Curator Quiz

The website's chat feature is also used for marketing. 

For example, when launching a limited-edition collection, Sol de Janeiro promoted it directly through chat, including an "Add to Cart" button for a seamless shopping experience.

Now, let’s check out their product page. 

Above the fold, product pages highlight “Best Seller” and “Award-Winning” badges, along with 5-star customer reviews, reinforcing credibility.

They also include videos on the product page featuring reviews and demonstrations, helping potential buyers feel confident in their purchase.

To increase average order value, Sol de Janeiro suggests complementary products in the “Better Together” section—such as pairing a body cream with an oil and a body scrub—to encourage bundled purchases.

In the cart, customers can choose a free sample, introducing them to more products and increasing the likelihood of future purchases.

If a customer wants to leave without finishing the purchase, a cart reminder popup will appear: “Forgetting something? These products are waiting for you.” This slight nudge helps recover lost sales.

Would you like to try a similar cart reminder campaign? Here are some popup ideas to get you started:

From the Popup LibraryMore exit reminder popups

PreviewThe Culinary ImmersionPreviewFestive Full-Bleed ChillPreviewThe Editorial ClassicPreviewThe Editorial Takeover

Wrapping up

Sol de Janeiro isn’t just selling beauty products; they’re selling a lifestyle, a feeling, and a community. Their success comes from:

• Leveraging influencer marketing at scale
• Creating a strong emotional connection with their audience
• Using data-driven Facebook ads to drive more traffic and CRO strategies to convert these visitors into customers

By mastering these strategies, Sol de Janeiro has transformed Brazilian beauty into a thriving global business—and they’re just getting started.

Learn more

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