Sol de Janeiro, the L'Occitane-owned Brazilian Bum Bum Cream maker, has weathered an industry rife with financial difficulties, brand closures and job cuts.
The body care and fragrance brand’s success can be traced back to its origins under founder Heela Yang, who laid the foundation for a business centred on iconic scents and driven by a Brazilian-inspired playfulness.
However, after 11 years at the helm, Yang stepped down in April 2026, handing the torch to Chief Marketing and Digital Officer Jordan Saxemard as the brand’s new CEO.
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Appointed in April 2026, Saxemard has been leading the next phase of the company’s development, driving innovation at the beauty and fragrance giant.
But, Saxemard is not relying on Yang’s hard work to continue the business’ upward trajectory, understanding that the industry is ever-changing.
“It seems to me that a lot of brands in the past or current may have become a little vain in terms of thinking that they will forever stay number one,” says Saxemard.
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