Cover Heela Yang, founder of Sol de Janeiro (Photo: Sol de Janeiro)
Heela Yang, founder of Sol de Janeiro (Photo: Sol de Janeiro)
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Get to know the brains behind Sol de Janeiro, which has become one of the fastest-growing body care brands this year
For Heela Yang, it was while she was pregnant and barefoot on the beaches of Brazil back in 2008. She was embracing her new body while wearing a tiny bikini. Inspired by this liberation she felt, Yang sought to empower all women to be comfortable in their own skin just as she had—regardless of shape, size or skin tone. This beauty philosophy marked the iconic start of Sol de Janeiro, one of the fastest-growing body care brands in 2023.
Brazilian culture runs deep in Sol de Janeiro beyond the brand’s ethos, with highly effective South American ingredients such as Guarana and Cupuacu Butter giving its bestselling cult favourite Brazilian Bum Bum Cream its firming and fast-absorbing benefits.
Did you know? One tub of Bum Bum Cream is sold every 14 seconds. Celebrities such as Dua Lipa, Hilary Duff, Blake Lively and more swear by it. This tub of cream features an award-winning formula that smoothens and tightens the appearance of the skin and can be used anywhere on your body that requires extra hydration.
Sol de Janeiro launched in the summer of 2015 with just three products, and in just three years, Yang has led the brand to become a global beauty phenomenon. Prior to founding her own brand, the Harvard Business School graduate spent over 12 years in the cosmetics industry with leading brands such as Lancôme (L’Oréal) and Clinique (Estee Lauder Companies).
Earlier this year, the brand finally reached our shores.
Below, we speak to her in an exclusive email interview to find out more about why the brand decided to launch in Singapore and the challenges of balancing work and being a mum.
Why did you decide to launch a Brazilian-inspired body care brand? Why did you decide to launch the brand in Singapore now?
Many of us have experienced moments in life where we thought we had it all figured out, only to have our plans turned completely upside down. For me, it was leaving behind a successful corporate career in New York to start a new life in Brazil with my partner. It wasn't long before we received another surprise: I was pregnant. As my body changed, I struggled with confidence, but I was inspired by the self-assured and empowered women around me in Brazil. This experience led me to make it my mission to bring body positivity and confidence to the global beauty industry through Sol de Janeiro. We wanted to create products that catered to a self-assured and confident woman who radiates positivity and warmth. Her smile is infectious, and we wanted to capture that in our brand identity. We brainstormed a product that filled an emotional white space and catered to her needs. And that's how Brazilian Bum Bum cream was born.
Can you tell us more about your relationship with beauty and body care?
Personally, my intrigue has grown deeper over time with the multi-step facial cleansing routines deeply embedded in Korean culture, knowledge passed down from my mother during my upbringing. Koreans remain widely acknowledged for their expertise in facial skincare, while Brazilians continue to hold a reputation for their exceptional body care practices. Interestingly, it wasn't until I moved to Brazil that I began to give parallel importance to body care. This voyage has enabled me to unearth the invaluable secrets of attaining comprehensive, all-encompassing beauty from head to toe.
What is the meaning behind the name Sol de Janeiro?
The Sol de Janeiro name is inspired by the highest point of the Brazilian summer sun, also known as the “Sun of January.” We are a brand that aims to bring the joy and warmth of summertime to people all year round, no matter where they are in the world.
When did you realise that your brand had become successful in the US and abroad? Was there something that immediately showed you that you were on the right track in such a competitive market?
When we launched our first product, Brazilian Bum Bum Cream in 2015, it became Sephora’s best-selling skin care cream within just a few months and remains the number one skincare brand present day!
What were the challenges when launching the brand?
When Sol de Janeiro was founded, it had always been my dream to share the vibrant Brazilian spirit on a global scale, a goal that we have undeniably achieved through our successful expansion into international markets. Alongside this journey, we've encountered challenges, much like any other brand venturing into new territories. It's crucial to acknowledge that without setbacks, the valuable lessons necessary for growth remain elusive.
What were some lessons learnt as a beauty entrepreneur?
The importance of focusing on our customers and making it our continued mission to always put them first!
As a mother, tell us more about how your views on body care and body positivity have changed or evolved. How did they defer from before you became a mum?
After we moved to Brazil, my husband and I soon discovered that we were going to be parents–our son was on the way. As my body went through all sorts of changes during pregnancy, I found myself struggling with my confidence. However, the incredible women I was fortunate to be around in Brazil showed me a different perspective. Their self-assured and empowered attitudes rubbed off on me, and I realized that I wanted to bring that same sense of body positivity and confidence to the global beauty industry through my venture, Sol de Janeiro.
How do you think your products can make a difference when it comes to the concept of embracing one’s body, no matter what shape or size?
In Brazil, beauty is everywhere. The colours, scents and sensations that we encounter every day inspire us to embrace diversity and celebrate our unique differences. At Sol de Janeiro, we take our inspiration from the natural richness of Brazil and strive to create beauty products that are both good for your skin and good for the world.
We believe that beauty should be a positive and pleasurable experience that celebrates the uniqueness of everybody. Our focus is on creating high-quality beauty formulations that bring joy to your body and enhance your natural beauty.
Tell us more about the unique formulation of your bestseller, the Brazilian Bum Bum Cream. How did you achieve such a texture and what was the most important property you had in mind to achieve when creating this product?
Brazilian Bum Bum Cream was created out of a real passion in my dining room at a time when body care was primarily a utility product, and the firming cream market was very small. When it launched in 2015, it was unusual for a luxe beauty brand to use a gourmand fragrance instead of something citrusy or floral, but it was the right fit for Sol de Janeiro.
What goes into that signature scent offered in the Brazilian Bum Bum Cream and other products in your collection? What inspired this fragrance?
We wanted to wholeheartedly capture and share the idea of the Brazilian concept of cheirosa so for us, smelling incredibly delicious meant using edible, gourmand notes that instantly uplift and bring joy. We created this scent using notes like salted caramel, pistachio, vanilla and rich florals–ingredients that we all agreed are irresistible and delicious, and at the same time link back to the source of our inspiration-Brazil.
Cheirosa 62 Perfume Mist is inspired by the year 1962 when we fell for the Girl from Ipanema and the iconic beach culture of Brazil. Like the sun-drenched wonder of Rio, you just can’t get enough.
Tell us your go-to before-bed skincare or body care routine.
I spend a lot of time cleansing my skin. I double-cleanse with oil and then a foam cleanser. I start with our original Cheirosa 62 body routine; Bum Bum Body Scrub, then Sol de Janeiro Brazilian 4 Play Moisturizing Shower Cream-Gel and I finish off with BumBum Body Firmeza Oil and Brazilian Bum Bum Cream.
What makes you the happiest when you reflect on your brand story so far?
It is amazing to see the joyful spirit and warmth of Brazil being spread throughout the world through our brand!
What’s next in store for Sol de Janeiro?
We have so much in store and I am so excited to continue to expand our product categories and scent stories for our consumers!
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Andrea Saadan is the Senior Digital Editor of Tatler Singapore. She oversees all digital content for the website and currently leads the Beauty and Lifestyle verticals. As a child, she had always enjoyed reading and writing but it was only after she joined her college newspaper, The Spectrum, in Buffalo, New York, that she considered a career in journalism. Her love for all things beauty started from the age of two—when she was caught playing with (and damaging) her mother’s YSL lipstick. On top of her day job, she is also an unpaid beauty consultant for friends and family. Besides make-up, her obsessions include the wizarding world of Harry Potter, podcasts, ice-cream, her walking pad and watching endless re-runs of The Office (US).
