This is not a review, though it should be one, and if it was, I would start off by talking about how I was introduced to this brand in 2024, following social media discourse around the authenticity of the products in South Africa. But since this isn’t a review, let’s talk about how Sol de Janeiro is stepping into a new chapter, which signals that the brand’s signature glow is about to get a digital polish as the company appointed Jordan Saxemard as Chief Marketing Officer, a move that amplifies a deepening of its global lifestyle ambitions, as reported by Business of Fashion.

Sol de Janeiro is a strong brand in body-care and the beauty-lifestyle space (their signature “Bum Bum Cream” etc), and the appointment signals a new phase of growth/shift.  Legs do that, or in Sol de Janeiro’s case, the brand’s story does that: this body-care line once anchored in the Brazilian beach aesthetic has become a billion-dollar player shaping beauty culture from Rio to retail shelves worldwide. With Saxemard’s background at Dyson and Coty, this appointment feels less like a shuffle and more like a creative acceleration, one that could redefine how we see “feel-good” beauty marketing in a hyper-digital era.

Leadership changes tend to attract interest and traffic because they often reflect bigger strategic shifts I’m very excited about the direction of their digital growth, branding, culture, retail/omnichannel plans.

And in reflecting about the South African saga of 2024, I know that for beauty consumers, “luxury” isn’t just about packaging or price point anymore, it’s about proof. The local “fake Sol de Janeiro” saga highlighted how fragile that proof can be when global brands expand into newer markets without tight control over distribution.

If Sol de Janeiro’s next chapter is about global expansion, this appointment must amplify a brand direct that loudly affirms taking the reins back.

And since South Africa’s consumer landscape is fast becoming a litmus test for international beauty brands. Here, social media drives discovery and authenticity, both cultural and literal experiences, drives loyalty.

Saxemard’s leadership could be the moment Sol de Janeiro aligns its vibe with its values: transparency, sensory quality, and a genuine global community beyond hype.