Beauty brand Sol de Janeiro was named the exclusive sponsor of the body care and fragrance categories at Coachella 2025, marking the festival’s first fragrance partnership.
The partnership centers on Casa Cheirosa, a 30 ft x 30 ft sensory activation on the festival grounds. Created in partnership with MKG, the activation includes six interactive zones: Attract, Enter, Entice, Engage, Chill and Extend. Brand ambassadors will guide guests through the zones and educate them on the brand’s Cheirosa mist collection. Further, the activation reimagines Rio’s orelhões, dome-shaped public phone booths, as colorful scent portals covered in original artwork inspired by each Cheirosa fragrance.
Available scents at the activation include Cheirosa 76 perfume mist, Brazilian Crush Cheirosa 40 perfume mist and Rio Radiance Cheirosa 87 perfume mist.
Sol de Janeiro’s activation will run during both festival weekends, April 11-13 and April 18-20, 2025, at the Empire Polo Club in Indio, Calif.
