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The news comes as the brand celebrates its 10th anniversary and cements its status as a cultural force, says brand officials.
April 15, 2025
By: Lianna Albrizio
Associate Editor
Sol de Janeiro, a beauty brand rooted in the spirit of Brazilian beauty rituals, has been named Coachella’s first exclusive partner of the body care and fragrance categories.
One Cheirosa Perfume Mist is reportedly sold every second around the world.
“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 30×30-foot sensory playground created with experiential agency MKG. Designed as an oasis for fairgoers, the vibrant installation offers a place to cool off, get spritzed and feel revived. During the three-day musical festival, attendees were 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 brought 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 received a miniature mist with an exclusive keychain charm, deluxe body cream samples and a 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.”
Sol de Janeiro’s activation will run April 18–20, 2025 at the Empire Polo Club in Indio, California.
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