Sol de Janeiro expands into suncare with Sofia Richie Grainge fronting campaign

Best known for its signature Brazilian Bum Bum Cream, the hugely popular brand will launch a three-piece Rio Radiance SPF 50 collection with a campaign called "Sunscreen Worthy of Your Skin".

The collection includes Rio Radiance SPF 50 Body Lotion, Rio Radiance SPF 50 Body Spray, and Rio Radiance SPF 50 Body Oil and launches in the UK on 19 April at Cult Beauty.

Launched in 2015 and now part of L'Occitane Group, Sol De Janeiro's bodycare, fragrance and hair care have gone on to become global sensations and the move into suncare is a logical brand expansion.

The “Sunscreen Worthy of Your Skin” film and photography campaign, created to launch the line, stars Sofia Richie Grainge as a sun goddess "embarking on her quest to become one with her fiery infatuation, the sun". Inspired by 1960s and 1970s pulp movie trailers, the campaign tells of her comedic quest to fly closer to the sun.

"We're excited to have Sofia Richie Grainge as the face of our Rio Radiance SPF 50 collection launch campaign, 'Sunscreen Worthy of Your Skin'," said Heela Yang, CEO & Co-Founder of Sol de Janeiro. "Sofia embodies our belief in head-to-toe body care and our mission to spread joy and self-celebration worldwide. With the Rio Radiance SPF 50 Collection, we're ushering in a new era for our brand, highlighting how everyone deserves sunscreen that not only protects and nourishes the skin but also gives an all-over glow."