New York, United States, April 2025 – Sol de Janeiro, the globally loved, fast-growing beauty brand known for its sensorial body care and bold Brazilian spirit, today announced strategic executive hire to power its next stage of expansion. Elaine Paik appointed as Chief Financial Officer, reporting directly to CEO Heela Yang.
Her appointment marks a pivotal moment for Sol de Janeiro as it scales beyond its $1B milestone toward its next era, with people, culture, and operational excellence at the center.
Heela Yang, Founder and CEO, said: “Sol de Janeiro was built on the belief that connection is powerful, and people are everything. Elaine is an exceptional leader with the vision, empathy, and rigor to help us grow with soul. Her deep expertise will shape how we scale; not just bigger, but better.”
Elaine Paik, a seasoned financial executive and former CFO of Impossible Foods and longtime Colgate-Palmolive leader, joins Sol de Janeiro to lead Finance, IT, and Legal. Known for driving strong governance, financial performance, and global growth readiness, Paik will be instrumental in strengthening Sol de Janeiro‘s operational backbone as it accelerates across markets, categories, and channels.
Over the course of her career, Elaine Paik has guided companies through moments of massive scale, complexity, and change, from managing multi-billion-dollar business units to building finance functions from the ground up in high-growth, mission-driven environments. At Impossible Foods, she brought financial discipline to a fast-paced innovation engine. At Juul Labs, she helped steer the company through rapid expansion and operational transformation. Earlier in her career, she spent over two decades at Colgate-Palmolive, where she held global leadership roles across finance and strategy, including M&A that shaped the company’s entry into professional skincare.
With this appointment, 71% of Sol de Janeiro‘s C-Suite is made up of women, reflecting the brand’s ongoing commitment to building a company that mirrors the diverse, empowered community it serves.
Elaine Paik joins at a time of continued momentum for Sol de Janeiro, following a year of record growth, global expansion, and cult-favorite launches including expanding the viral Cheirosa Perfume Mist line. The brand is currently available in over 35 countries and remains a category leader in body care, fragrance, and wellness.
About Sol de Janeiro
Sol de Janeiro is the award-winning beauty brand known for its Brazilian-inspired body care and transportive fragrance. Founded in 2015, the brand has quickly become a global category leader, beloved for its clinically proven textures, sensorial experiences, and cult-favorite scent portfolio. With a community that spans generations and geographies, Sol de Janeiro has earned top honors including TIME100’s Most Influential Companies, Fast Company’s World’s Most Innovative Companies, and WWD Beauty Inc’s Power Brands. Available at Sephora and soldejaneiro.com, the brand is rooted in the belief that beauty is an attitude, not a standard.
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