Sol de Janeiro gives body mist a premium middle tier

Sol de Janeiro is using its UK Intense Perfume Mist rollout to define a higher-performance rung inside the body-fragrance category it helped popularise. Launching 12 October through Boots, Lookfantastic, Sephora and Space NK, the range deepens Cheirosa 62, 59 and 91 and introduces Cheirosa 74, according to TheIndustry.beauty. The product had already arrived in the US, where three scents launched through Ulta and Sol de Janeiro in August before wider distribution in September.

The pitch centres on longevity, which Sol de Janeiro calls its community’s “number one” request. Its US product listing prices a 90 mL bottle at $34 and promises “up to 10 hours” of fragrance. The support for that claim is a blinded quantitative sensory study with a trained panel, according to Ulta Beauty. The company has not published fragrance-oil percentages, consumer-test details or the research behind its ranking of requests.

That ambiguity is part of the product strategy. Intense is sold as a mist for body and hair, with stronger-concentration and longer-wear cues usually associated with fine fragrance, including frosted bottles and metallic caps. It arrives as prestige fragrance sales rose 6% in the first half of 2026, with growth largely driven by price, while prestige body care rose 16%, Circana reported. Sol de Janeiro’s UK debut puts the same new format on four retail shelves at once.