The Interview: Sol de Janeiro’s new Global Chief Marketing & Digital Officer on shaping its next chapter 

Renowned for its body creams and mists, Sol de Janeiro has made its mark in the beauty industry, inspired by Brazil’s culture and natural ingredients.

The beauty brand first established a reputation with its Brazilian Bum Bum Cream, enriched with ingredients like cupuaçu butter and açai oil, and has since expanded its portfolio to include a wide range of products across bodycare, haircare and fragrance.

Through social media and product visibility, Sol de Janeiro has reached consumers worldwide, and the recent appointment of Jordan Saxemard as Global Chief Marketing & Digital Officer marks the next step in the brand’s ongoing global growth strategy.

In this interview with TheIndustry.beauty, Saxemard shares what about the brand’s story and potential excites him most, as well as lessons from his previous roles that he believes will help shape his strategy.

He also discusses his top priorities for the first few months in the role, how he sees the brand’s digital experience developing under his leadership, and which shifts in consumer behaviour he is watching most closely, and how they might influence his strategy.

Joining Sol de Janeiro last month, Saxemard - a French-American executive with over 20 years of experience in brand leadership - brings expertise across beauty, luxury, and technology sectors. Most recently, he served as President for the Americas and EMEA at Dyson, overseeing commercial and marketing initiatives.

Before that, during a 12-year tenure at Coty Luxury, Saxemard led brand strategy for Gucci Beauty, including fragrance and makeup relaunches, and managed marketing across fragrance, makeup, skincare, and nail categories for brands such as Chloé, Bottega Veneta, Miu Miu, and Philosophy Skincare.

One of the biggest lessons I've learned from the brands I've worked with at this scale - whether Gucci Fragrance & Beauty or Tiffany & Co - is the importance of combining authentic emotional resonance with exciting innovation," Saxemard tells TheIndustry.beauty.

"Consumers want to feel connected to a brand, not just a product. At Sol de Janeiro, we have the brand love, we have an amazing, collaborative, global team that I am excited to both challenge and learn from, and the next chapter will be about amplifying that love across channels and markets in a way that is both deeply human and incredibly fun. That is where the magic happens."

In his new role, Saxemard oversees global brand and product marketing, communications, digital initiatives, and consumer engagement strategies, driving the brand’s continued growth and international presence. He was particularly drawn to Sol de Janeiro’s unique ability to "transform joy into something tangible" - making it more than just a brand, but a feeling that resonates with people long after they experience it.

"From the moment I first discovered the Brazilian Bum Bum Cream almost ten years ago, I knew this brand was different, full of inspiring confidence, self-expression, and products you can’t help but fall in love with," reveals Saxemard.

"There is a reason that this brand is so special, and that is because of the world class team, [co-founder] Heela’s vision, and the passionate, deeply engaged global community. I want to understand how consumers use Sol de Janeiro, what occasions in life they are grabbing the products for, and where they are craving more."

Another priority for Saxemard is to invigorate the brand's marketing by scaling social commerce and exploring AI-driven advertising opportunities.

"Ultimately, it's about ensuring that at every touchpoint - from initial sampling to storytelling - feels genuinely Sol de Janeiro. My vision is to always celebrate innovation while simultaneously creating cultural moments," he explains.

"With my leadership, Sol de Janeiro’s digital experience will become a playground for consumers." Saxemard will bolster the brand’s digital presence - from social media to e-commerce - evolving it to reflect Sol de Janeiro’s joyful, self-celebratory DNA while offering a seamless and engaging shopping journey. AI will play a role in combining emotional resonance with technological sophistication.

Capturing trends while maintaining long-term brand identity is another challenge Saxemard anticipates. "We will capture trends that feel authentic to our brand and to our audience, so long as it doesn’t compromise who we are. It brings me back to the point of making sure we stay emotionally connected to our consumer and riding those trend waves with our own joyous authenticity," he says.

A core pillar of his strategy is deepening Sol de Janeiro’s emotional connection with its global community. "Connection is at the heart of the brand. We will deepen that by leaning into even more of a two-way dialogue: co-creating, feedback loops, and genuine storytelling that resonates with our community’s real lives. We want to listen to our community about what they want, what they love, what they are not so keen on, and more."

Consequently, tailoring campaigns for multiple markets while maintaining a cohesive global voice will be key. "We have brilliant colleagues across the globe that are front and centre of their markets and what makes them unique. We’ll run on the principle of global consistency with local flexibility," Saxemard explains.

"Sol de Janeiro at its core is joyful and sensorial but how that DNA shows up should feel culturally intuitive and locally rooted. Making sure that our global creative platforms ladder back up to one unified identity is important, while still empowering each market to activate in ways that inspire their audiences."

As part of this, the UK is considered pivotal to the brand’s global strategy. "It’s an incredible savvy beauty market and consumers there respond deeply to brands that bring both performance and it really is one of the most dynamic, influential beauty markets in the world - highly educated, deeply discerning, and incredibly trend-driven, but with a sharp eye for authenticity and performance," Saxemard notes.

"What excites me most is the emotional connection UK consumers already have with Sol de Janeiro. The level of brand love here is extraordinary; whether it’s the virality on TikTok, the sell-out moments across retailers, or the way our fragrances have essentially become part of UK pop culture, this is a market where Sol doesn’t just participate - it shapes the conversation."

Saxemard highlights trends in the UK such as sensorial rituals, fragrance-forward bodycare, and products that deliver both joy and efficacy - aligning with the brand’s move toward a more luxe positioning. He also sees opportunities in the cultural calendar - from festival season to Christmas gifting and the rise of experiential retail - which offer moments where Sol de Janeiro naturally shines.

Beyond UK trends and seasonal opportunities, Saxemard is also keeping a close eye on the global shift toward a community-first mindset. "The brands winning today aren’t just talking to their audiences, they are co-creating with them," he shares.

"That might look like a simple social media poll on what to innovate next, or an exclusive first-look retail moment where loyal brand-theists get to test, smell, and feel what’s coming before anyone else. It’s about involving our community from inspiration to execution. When people help shape the journey, they will feel even more emotionally invested in the brand."

Looking ahead, Saxemard’s long-term vision is ambitious yet deeply aligned with the brand’s ethos. "My vision is to drive the evolution Sol de Janeiro into a broader lifestyle brand. A radiant world where our products, experiences, and storytelling resonate more about living joyfully than just about looking or smelling amazing," he concludes.