Sol de Janeiro is stepping into new territory. Today, the brand best known for Brazilian Bum Bum Cream and its cult body mists launched Cheiroso, its first-ever fragrance line created specifically for men.
The debut comes in the form of two cologne mists, Cheiroso 10 ($26) and Cheiroso 7 ($26), which take their names from two of soccer’s most iconic jersey numbers, worn by stars such as Neymar Jr., Cristiano Ronaldo and Lionel Messi. The collection is rooted in pelada, Brazil’s beloved pickup soccer tradition played on beaches, streets and in local parks, and debuts with a campaign called Play It Your Way.
The timing is no accident, either. With the 2026 FIFA World Cup fueling a wave of soccer mania and prestige beauty increasingly courting male consumers, Sol de Janeiro is betting big on Cheiroso to bring new customers into the fold.
“Cheiroso embodies and carries that forward, but through a new lens for men,” said Jordan Saxemard, the brand’s newly appointed CEO, in his first interview since taking over the role. The Play It Your Way campaign stars Brazilian actor André Lamoglia, a native of Rio de Janeiro whose real-life connection to pelada culture grounds the launch, alongside creator Alejandro Rosario.
Each cologne mist retails for $26 for a 90 ml bottle and comes boosted with what the brand calls freshness tech, designed to keep odor in check throughout the day so you can spray and reset whenever you need it. Sol de Janeiro is also offering the pair together in a Cheiroso Cologne Mist Duo ($47), for anyone who wants to rotate between the two.
What Does Sol de Janeiro Cheiroso 10 Smell Like?
Inspired by the number 10 jersey traditionally worn by the game’s playmaker, Cheiroso 10 is the sweeter of the two. Crushed cardamom, bergamot and geranium open the fragrance before giving way to Brazilian pineapple, coconut and roasted sesame. Smooth cedarwood, dulce de leche and amber make up the warm, gourmand drydown.
What Does Sol de Janeiro Cheiroso 7 Smell Like?
Cheiroso 7 takes its cues from the jersey number associated with speed and flair. Wild lavender, Brazilian orange and black pepper give it a fresh, aromatic opening, while salted macadamia nut and Brazilian beach biscoito bring in Sol de Janeiro’s signature gourmand touch. Vanilla woods and vetiver round out the scent.
