Why EVERYONE Online LOVES Sol De Jeneiro
Written by Kai Voorhees
If you have been anywhere on the internet in the last few years, you may recognize the name Sol de Jeneiro. Founded in 2015, the brand has gained a lot of popularity on TikTok in the past few years. This raises an interesting question: why is the internet obsessed with Sol de Janeiro?
Personally, I am a big fan of the brand. Just before it blew up, my mom bought me a bunch of their scents to try. If you are familiar with their brand, to give you a timeline, this was before their 39 scent was discontinued the first time.
One reason Sol de Janeiro rose to popularity so fast could have been because of their amazing marketing team. I am not a marketing specialist, but I do have some knowledge on the topic. Some things they do right is that they really know their target audience. Most of their audience is teenagers or young adults. They constantly do a good job with marketing towards these people through their ad campaigns, PR, and appearances at events.
The creator @prettylittlethings on TikTok posted a video with PR from Sol de Janeiro.
They appeared at Coachella in 2025 as the exclusive sponsor of the body care and fragrance category. After a very successful year, they were not present at Coachella in 2026.
It is good marketing tactics like these that draw customers in such as my mother.
When I asked my mom her opinion on Sol de Jeniero, she definitely delivered. She said that she had gotten a sample of the hair repair treatment from a magazine. After she tried it, she said she “fell in love with it”. She loved the smell of it and needed to know which perfume smelled like it. She then proceeded to buy almost every fragrance mist they had made. She found out the smell was their, now viral, 62 perfume. This became her signature scent which she got many compliments on. Now she owns multiple 62 products including their chapstick (which she brings everywhere).
Now that I had my mothers opinion, I figured I should get some other peoples opinions on the brand. Specifically, I wanted to hear from someone who was primarily in the demographic that Sol de Jeniero reaches for on social media.
When I asked my friend Ellie what her favorite product was, she told me it was their 62 perfume which she has repurchased a few times. She also gave an honorable mention to the 59 lotion as another one of her favorite products. When I asked her if she would recommend Sol de Janeiro to a friend, she responded, “Yes absolutely. 1 million percent. I'm obsessed. I love this brand.”
This confirmed my theory that not only is the internet obsessed with this brand, but real people are too.
Sol de Jeniero recently expanded where they are available. They made a deal with Urban Outfitters. Now, they have added multiple of their products to their website and stores. The brand is doing a great job making sure that they reach everyone they can get to join in on the love for the brand.
In conclusion, their amazing team are the reasons why this brand is as successful as it is.
Sources:
https://www.beautypackaging.com/breaking-news/sol-de-janeiro-launches-at-urban-outfitters/
Posted on May 7, 2026
Why The Internet LOVES Rare Beauty
Written by Kai Voorhees
In the past month, how many videos have you seen mentioning the brand Rare Beauty? If your FYP is anything like mine, your answer would be something like “too many to count”. I was never a Selena Gomez fan growing up. When I heard she was starting a makeup brand, I thought it would be just like all the other celebrity makeup brands. Crappy products you spend half a paycheck on only for the product to work worse than my WI-FI as I’m writing this. However, this doesn’t seem to be the case at all for Rare Beauty. From their accessible perfumes, to their constant donations to mental health organizations, it seems Selena truly knows what she is doing.
One thing she definitely has right is the Rare Impact Fund. Selena established the Rare Impact Fund in 2020. The goal of the fund is to donate $100 million to mental health organizations before 2030. So far, the fund has raised over $30 million.
Selena has been very open about her mental health struggles over the years. In her documentary My Mind and Me, she put this on display helping millions around the world. One Reddit user wrote, “I just watched Selena Gomez's documentary ‘My Mind and Me,’ and it really hit home for me. Seeing her journey through psychosis made me feel like I wasn't alone in my struggles. It's so powerful to see someone so well-known sharing their experiences and being open about mental health.” This further shows how Selena Gomez fans love how supportive she is about mental health.
Another thing Rare Beauty seems to be doing right is their marketing. They send out a variety of their products to influencers who consistently have nothing but good things to say. This is why you see the brand all over TikTok. When Selena released The Soft Pinch Liquid Blush, she sent out PR with all the shades to multiple influencers.
Now, Rare Beauty has just been out in Ulta Beauty stores around the world. When I went to my local Ulta, I was surprised they already had a whole Rare Beauty section.
The Rare Beauty stand at my local Ulta Beauty.
Overall, I can see the appeal of Rare Beauty and Selena Gomez. From Selena’s excellent marketing skill, to her incredible compassion, she’s a very likable woman. This is directly reflected in her brand. The question is, will you try Rare Beauty?
Sources:
I've Tried All 37 Rare Beauty Products—These 11 Are My Favorites
Rare Beauty’s New Perfume Is the Modern Take on Gourmand We Needed
PDA! Dancing! Benny Blanco Bidding Big! Inside Selena Gomez's Rare Impact Fund Benefit
Which Rare Beauty Blush Shade Is For You?