Each April, the California desert becomes a backdrop for global music acts, influencer fashion statements and increasingly strategic beauty brand activations.
Coachella 2025 (11 to 20 April) is no exception, as beauty brands turn up the volume with immersive installations, sampling stations, and photogenic moments aimed squarely at Gen Z and millennial audiences – specifically 125,000 guests a day embarking on the Colorado desert.
This year, Sol de Janeiro was announced as Coachella’s first official fragrance partner.
A move that underlines the festival’s growing appeal as a launchpad for beauty marketing.
The Brazilian-inspired brand, known for its cult favourite Cheirosa scent mists, unveiled Casa Cheirosa – a 30x30ft installation described as a “sensory playground”.
Designed with experiential agency MKG, the space invited festival-goers to “cool off”, experiment with fragrance layering, and even star in their own music videos, all while immersing themselves in Sol de Janeiro’s scent-led brand world.
“We have never followed category conventions,” said Heela Yang, CEO and co-founder of Sol de Janeiro.
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.