Sol De Janeiro and MKG Bring a Brazilian-Inspired Beauty Playground to Coachella

Apr. 16, 2025

Sol de Janeiro, the award-winning beauty brand known for its Brazilian-inspired body care and transportive fragrance, is taking center stage at Coachella 2025. 

As the exclusive sponsor of the Body Care and Fragrance categories at Coachella 2025, Sol de Janeiro has become the festival’s first-ever partnership in fragrance.

As Sol de Janeiro brings its bold, fragrance-first ethos to one of the world’s most influential stages this weekend in California, it has tapped MKG, the leading creative agency for experiential marketing and brand action, to create Casa Cheirosa—a 30x30-foot sensory playground.

Anne Talley, Regional President, Americas, Sol de Janeiro said:

“Fragrance is a powerful form of self-expression. 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.”

 

Lauren Austin, CCO, MKG said:

"We designed Casa Cheirosa to be more than just an activation—it's a multisensory journey that embodies Sol de Janeiro's vibrant spirit. By transforming iconic Rio elements into interactive fragrance experiences, we've created a space where festival-goers can discover, play, and express themselves through scent. Casa Cheirosa represents our commitment to crafting immersive brand moments that resonate on a cultural level and create lasting connections with consumers."