Beauty makes waves at Coachella Valley Music and Arts Festival
Weekend one of Coachella has come and gone, and the beauty industry was there to make waves on one of music’s biggest nights.
Method returned to the festival for a second year as the official hair care and body care sponsor of the festival, and hosted an immersive and multi-sensory activation inspired by its own products.
The activation transported guests into four dream worlds – velvet ember, iridescent shore, bloom lounge and enchanted grove – inspired by the different dream foam fragrances and brought each to life through various photo moments.
In addition, the brand partnered with hair artist Charlie Le Mindu to create four one-of-a-kind hair suits inspired by method’s new extended hair care line—bringing together design, art and self-expression to hair care, the brand shared.
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Festivalgoers can still check out the activation during weekend two, Friday, April 18 to Sunday, April 20.
Ulta Beauty also made an appearance at the festival as the title sponsor and exclusive beauty retailer of Nylon House.
Attendees stepped into the Ulta Beauty Alley, an immersive pathway with sea creatures that led to the Hair + Makeup Bar where the retailer’s professional artists offered touch-ups and beauty tips.
Guests were able to explore limited-edition beauty launches and must-have products and participate in a custom step-and-repeat.
“Festival season is a celebration of creativity, connection, and self-expression — and that spirit was at the heart of our presence at Nylon House at Coachella” said Kelly Mahoney, chief marketing officer of Ulta Beauty. “As the kickoff to concert season, this was more than just a moment; it marked the start of a summer-long celebration with Ulta Beauty as the go-to destination for all things glam. From exclusive product drops to immersive, sensorial experiences—and the artistry of our Ulta Beauty Pro Team offering on-the-go tips and touch-ups — every detail was designed to help guests feel confident and shine well into the night. For music-lovers of all kinds, Ulta Beauty is where the beauty journey begins, and there’s no better place to bring that to life than under the desert sky.”
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The activation showcased Ulta Beauty’s commitment to championing creativity and community in the beauty space meeting festival goers where culture happens and reinforcing the brand’s role as a beauty and retail leader.
Sol de Janeiro also participated in the festivities as the exclusive partner of the body car and fragrance categories throughout the first weekend.
"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. Coachellagives us an incredible stage to show what fragrance can do when it moves beyond the bottle and becomes a cultural experience."
The Sol de Janeiro experience included Casa Cheirosa, a sensory playground with installations offering a place to cool down from the sun, as well as six zones that celebrate the full spectrum of the Cheirosa scent.
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.
"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 during both festival weekends, April 11–13 and April 18–20, 2025, at the Empire Polo Club in Indio, Calif.
Neutrogena, who served as the official sun care sponsor of the festival, hosted an immersive experience that amplified its Ultra Sheer line through the “Feel the Music, Not Your Sunscreen” initiative.
The weekend blended music, beauty, and wellness with curated brand moments that reinforced Ultra Sheer’s weightless protection, showcased other hero SKUs. It fostered meaningful relationships to drive organic content across social and product trial.
In addition, the brand shared it is providing more than 200 gallons of Ultra Sheer SPF across Weekends 1 and 2 of Coachella.
To engage with consumers directly, the brand doled out beloved sun care products across 9 stations and within Safari Residences, encouraging skin protection under the intense desert sun amongst a crowd of an estimated 125,000 festival goers, the company noted.
