UO x Sol de Janeiro. Image source: UO
Urban Outfitters (UO) welcomes Sol de Janeiro, the globally loved, fast-growing beauty brand known for its sensorial body care and bold Brazilian spirit, marking a new lifestyle retail partnership and the continued expansion of the brand’s assortment. The collection spans 40+ products across body care, fragrance, and haircare, bringing Sol de Janeiro’s signature line into the brand’s distinct merchandising lens.
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 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.
Deepening the Beauty Brand’s Presence in Lifestyle Retail
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 go-to destination for the categories and products defining youth culture.
Marybeth Cahill, Chief Merchandising Officer at Urban Outfitters, said, “Urban Outfitters and Sol de Janeiro share a deep connection to how our customers live and express themselves, where beauty, style, and self-expression are inherently linked. This partnership continues our commitment to putting our customer at the center, offering new ways to explore one of the most beloved brands while connecting it to the broader lifestyle they love at UO.”
Jordan Saxemard, Chief Marketing Officer of Sol de Janeiro, said “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. 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.”
Cult-Favorite Beauty Brand Sol de Janeiro
With viral demand and consistent sellouts across hero franchises, 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 sold 1 unit 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 through its immersive retail experience, where fans can enjoy the brand’s signature Brazilian-inspired rituals alongside apparel, accessories, shoes, and home goods. From morning routines to festival-ready glow, game-day prep to everyday self-care, the collection invites shoppers to layer, mix, and play with the scents, creams, and oils that have made Sol de Janeiro a cult favourite. Full-size favourites and travel-ready sets make it easy to explore, with exclusive offerings like the Hair & Body Mist Discovery Duo and Mini Body Cream Duo arriving early summer.
The Sol de Janeiro collection will be available in select retail stores and online. For more information, please visit urbanoutfitters.com.
*Based on 2025 internal global sales data. Cheirosa Perfume Mist data includes sets with Cheirosa 62™ Perfume Mist.
