NEW YORK, April 15, 2025 /PRNewswire/ — Sol de Janeiro, the award-winning brand rooted in the warmth, spirit, and self-celebration of Brazilian beauty rituals, has been named the exclusive partner of the Body Care and Fragrance categories at Coachella 2025—marking the festival’s first-ever official fragrance partnership. As the brand celebrates its 10th anniversary, this milestone cements its status as a cultural force, redefining how—and where—scent becomes a shared experience. With one Cheirosa Perfume Mist sold every second around the world, Sol de Janeiro’s unmistakable fragrance identity has become a global phenomenon—and now takes center stage at one of the world’s most influential cultural moments.
“We’ve never followed category conventions,” said Heela Yang, CEO and Co-Founder of Sol de Janeiro. “Sol de Janeiro was built on deep emotional connections—and scent has always been at the heart of that. Coachella gives us an incredible stage to show what fragrance can do when it moves beyond the bottle and becomes a cultural experience.”
At the heart of the partnership is Casa Cheirosa, a bold, 30×30-foot sensory playground created with experiential agency MKG. Designed as an oasis for Coachella-goers, this vibrant installation offers a place to cool off, get spritzed, and feel revived. Festival attendees are invited on a journey through six immersive zones that celebrate the full spectrum of scent—from the first spark of attraction to the moments of connection, comfort, and unforgettable impressions. Each zone brings the Cheirosa Perfume Mist collection to life through interactive scent experiences, personalized layering rituals, and dynamic storytelling, including a spotlight on the cult-favorite Cheirosa 62—an iconic fragrance inspired by the golden warmth of 1960s Brazil. The experience also features a dedicated space where guests can star in their own mini music video—capturing the energy, emotion, and vibe of the moment.
A standout feature reimagines Rio’s iconic orelhões—dome-shaped public phone booths—into vibrant scent portals wrapped in original artwork, each representing a Cheirosa Perfume Mist. First seen at Art Basel, these sustainable pods have been reimagined for Coachella’s music crowd, bringing fragrance into a new cultural moment. The experience continues with ambient scent zones, a DJ-powered lounge, and the House Sampling Bar, where guests receive a mini mist with an exclusive keychain charm, deluxe body cream samples, and, from 2–6pm, a refreshing juice inspired by the new Sephora-exclusive Limited Edition scents.
“Fragrance is a powerful form of self-expression,” said Anne Talley, Regional President, Americas, Sol de Janeiro. “It’s part of our DNA at Sol de Janeiro, and this partnership is the embodiment of that. Coachella gives us a unique opportunity to bring our scent experience to a cultural stage unlike any other.”
The activation is powered by a full 360° campaign spanning retail, digital, and influencer channels. Festival-wide sampling, exclusive bundles on www.soldejaneiro.com, and in-store merchandising at Amazon and Sephora ensure the experience lives on beyond Coachella. On-site, guests will get early access to the brand’s newly launched, limited-edition Cheirosa Perfume Mists available at Sephora. Sol de Janeiro is also teaming up with the retailer to host in-store activations at their Palm Desert and Palm Springs locations during both Coachella weekends. These experiences will include exclusive merchandise and a special gift with purchase. Real-time content capture and post festival amplification will extend the energy far beyond the desert—bringing the spirit of cheirosa to consumers everywhere. 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, California.
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 category leader, beloved for its clinically proven formulas, luscious textures, and sensorial experiences. With a global community spanning 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’s 2024 Beauty Inc Power Brands. Available at Sephora and online at soldejaneiro.com, Sol de Janeiro is rooted in the belief that beauty is an attitude, not a standard.
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