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The 22-year-old influencer Emily Lulamay had a confession: her love for Sol de Janeiro was getting out of hand. In a playful video broadcast to her 1.9 million TikTok followers, she mimes chugging its fragrance mists from the bottle. “That’s buss,” she said in another video sampling its Cheirosa 39 mist, using a Gen-Z term meaning very good or delicious.
Originally founded in 2015, Sol de Janeiro has the kind of rabid fan base that any beauty executive covets. They’re also loyal.
