When Heela Yang left her corporate life in New York, she didn’t imagine that a day on a Brazilian beach would lead her to launch her own beauty brand.
When the Korean-American businesswoman, who had worked with Lancôme and Clinique for more than 12 years, moved to Rio de Janeiro, she noticed a dramatic difference between American and Brazilian beauty standards. People in Brazil were happy and celebrated their bodies no matter the size, age or skin color. Brazilians celebrated their diversity. This body acceptance was so refreshing that Heela, who was pregnant at the time, was inspired to launch a brand that would replicate this feeling of freedom and body confidence.
In 2015, she established her brand Sol de Janeiro. The name means ‘January Sun,’ referring to Brazilian summer. The company has opted for body products with tropical aromas, ingredients inspired by Brazil, and a vibrant visual identity. What started as a small brand ended up exploding thanks to TikTok and Sephora.
Sol de Janeiro currently generates more than USD $1 billion in global sales and has become one of the strongest brands in the body care and fragrance market. TIME Magazine even included it on its list of the most influential companies in 2024 and Fast Company has highlighted it as one of the world’s most innovative brands.
This shows us how a personal and cultural experience can lead to a new global brand.
Source: Sol de Janeiro
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