Sol de Janeiro has been named Coachella’s first-ever fragrance partner, in addition to its role as an exclusive body care sponsor. 

As part of the partnership, the brand also hosted Casa Cheirosa. 

Casa Cheirosa is for ticketed festival-goers to experience a special on-site scent-first experience that brings these mists to life, including a scent wall that lets you explore the year, emotion, and vibe behind each iconic mist, interactive scent portals inspired by Brazil’s iconic orelhões (public phone booths) and curated takeaways for all those who visit.

The announcement coincides with the brand’s 10th anniversary, marking a major moment of cultural relevance and fragrance leadership.

Heela Yang, CEO and Co-Founder of Sol de Janeiro, said,

“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.”

The activation highlighted the full Cheirosa Perfume Mist Collection, including the Cheirosa 76 Perfume Mist, Cheirosa 40 Perfume Mist, and Cheirosa 87 Perfume Mist and more.

Festival attendees could experience 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. The experience also featured a dedicated space where guests could star in their mini-music videos.