When a Korean New Yorker goes to Brazil it’s a (Beauty) Boom!

StellarrStellarr
Jun. 16, 2020
The Brazilian Bum Bum Cream (pronounced ‘Boom Boom’ for the British) is the award-winning best seller of Sol de Janeiro, the beauty body care brand which is famous for capturing the summer vibes and feeling in its packages, and for creating products inspired by the lush and natural joy of Brazil.
When Heela Yang, CEO & Co-Founder of the brand, first landed in Brazil, she still didn’t know that she was about to have the (beauty) business idea that soon became Sephora’s biggest ever seller in body care.
It’s all about attitude
Korean-American and former Clinique Lab director, Heela Yang moved to Brazil for love. She fell in love, got married, packed up and moved her life from NYC to Brazil. 
As soon as she got there, she was immediately fascinated by the Brazilian mood and way of life: “a contagious, joyful attitude that is everywhere”, as she states in the Sol de Janeiro website.
She was also very impressed by the Brazilian culture and, in particular, by the unique approach to beauty and to the body that women have in the land of samba and of teeny-tiny bikini.
In Brazil beauty is not a universal standard to reach but an attitude to take: it’s about confidence, self-love and body-love. It’s about joy, celebrating life, living a summer feeling that never ends. 
Heela immediately realized that there was something really different about women in Brazil. They were so sensual, so confident, and they were absolutely in love with their body, with their whole body, from head-to-toe. And this was totally different from what she knew and had experienced so far. Being Korean, she was mainly focused on facial skincare, beauty in Brazil was always about head-to-toe.
It was love at first sight and in 2015 Heela decided to capture the spirit and beauty secrets of Brazil and to create a brand that could encapsulate everything it meant to be a confident and beautiful woman. “Beautiful” in the Brazilian way and style, and this means fun, playful, and absolutely contagious.
“At Sol de Janeiro we love life and we love our bodies. We’re here to celebrate every body. No rules. Only celebration. We encourage you to play up your best assets and to embrace a head-to-toe sensuality”
This is the company claim we read in the home page of Sol de Janeiro website and it perfectly embodies the mission of the brand and the “beauty is an attitude” mindset that Heela decided to bring into life, combining her own Korean skincare know-how with the Brazilian skincare ingredients and way of life.
The brand has grown very quickly and just in few years they have gone from a three-product offering to a complete line up of mists, glow oils and shampoo and conditioner.
The Bum Bum icon
Alongside two other co-founders, Marc and Camila, Heela launched Sol de Janeiro in 2015, with the cult product “Brazilian Bum Bum Cream”, which soon became a top best seller and a real icon in the beauty industry.
The Brazilian Bum Bum Cream did not happen immediately, but it was a gradual process which took months. 
During their first meetings and creative brainstorming, the Sol de Janeiro founding team - Heela, Marc and Camila - spent a lot of time in defining the “whys” and what the brand stood for. 
When they came up to deciding that Sol de Janeiro had to become a definitive authority in “Brazilian sexy beauty”, it seemed obvious for them to focus on bodycare. 
And when it came to identifying products, they started wondering what part of the body it seemed that Brazilians were most obsessed and preoccupied with. That phase didn’t take long and it was then that they had the initial spark of genius: the conception and creation of a very specific bum moisturizer. 
It took quite some time to make the Brazilian Bum Bum Cream the perfect product that is today. The team spent some months perfecting the cream in every possible way: from using the most precious and effective ingredients to creating a fast absorbing texture and a buttery viscosity. The study of the fragrance too, was the result of a long process. 
Today the Brazilian Bum Bum Cream is a beauty icon which breaks all sorts of rules - a yellow product called Bum, with the name written on the cap, not on the jar - but has established itself as one of the most popular and profitable product of the modern beauty industry.
With the launch of Sol de Janeiro, Heela Yang established new standards in the bodycare and beauty market: with her unique products, packages and beauty mission statements, she broke all the patterns of the traditional beauty.
And judging from the success she have had so far, it looks like the Brazilian way of life is worth serious consideration...
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