Sofia Richie x Rio Radiance SPF 50 Campaign

Sol de Janeiro, the renowned beauty brand celebrated for its Brazilian-inspired ethos of beauty and self-celebration, successfully partnered with media personality and model Sofia Richie Grainge to launch its global Rio Radiance SPF 50 Sunscreen Collection (complete with Body Lotion, Body Spray, and Body Oil). As the face of the campaign, Sofia played a pivotal role in bringing the brand’s mission to life—placing a spotlight on the innovation for providing efficacious sun protection in a variety of formats, while also delivering on consumer demand with lightweight, silky and feel-good formulas that provide cosmetic benefits such with brightening niacinamide and glow-boosting mica. Not to mention the elevated yet beachy fragrance with notes of leite de coco, solar tuberose, creamy vanilla and warm sand.
The partnership with Sofia was central to the campaign’s success, as her personal values of self-love and confidence aligned perfectly with Sol de Janeiro’s brand philosophy. Starring in the “Sunscreen Worthy of Your Skin” campaign, Sofia not only embodied the spirit of the collection but also authentically communicated the message that skincare can be both protective and luxurious. Her presence in the campaign helped elevate the Rio Radiance SPF 50 collection, making it a highly anticipated launch for both new and loyal consumers. In collaboration with Chandelier Creative and Photobomb, the campaign was directed by Warren Fu and captured by Dan Beleiu, with Sofia starring as a sun goddess on a comedic journey to get closer to the sun. Inspired by vintage pulp movie trailers from the 1960s and 1970s, the vibrant set reflected Sol de Janeiro’s playful and radiant spirit.