The Beauty and Fashion Brands That Won Coachella 2025

As festivalgoers flocked to the California desert to see Lady Gaga, Charli XCX and Megan Thee Stallion over Coachella’s first weekend, the “clout Olympics” for brands moved into full swing.

Beyond the festival ground itself was the usual array of parties, hosted by brands including retailer Revolve, Guess Jeans and those of multiple Kardashians, including Kendall Jenner’s 818 Tequila and Kourtney Kardashian’s Poosh; luxurious hotels and rented villas brimming with influencers; and brand booths and free swag, with fashion and beauty labels in particular vying for eyeballs in person and on social media.

This year’s winner for beauty was none other than Hailey Bieber’s Rhode, according to a ranking by influencer marketing technology firm CreatorIQ, which calculated earned media value on branded posts. A photo booth at 818 Outpost hosted by Bieber’s best friend Jenner incentivised guests to post by dispensing free products after taking their photos. Even Bieber herself showed up.

Another highly ranked brand at the 818 Outpost was beauty creator Patrick Starrr’s One/size, which earned third place thanks to its booth at the event and a sponsored post by influencer Alix Earle, proudly showing off the line’s powder and setting spray. Kourtney Kardashian’s Poosh made the list, as did her supplement brand Lemme, which, naturally, had a prominent presence at the brand’s “Camp Poosh” content house throughout the weekend.

Sponsoring the festival itself was a successful move for three of the brands on the list — Neutrogena, which hosted 52 influencers and had 200 gallons of free sunscreen in dispensers on the grounds, as well as body care brands Sol de Janeiro and Method, which both featured colourful booths that doled out free samples (and gave influencers plenty of photo ops). Clean makeup label Kosas drove around Palm Springs with pink SUVs that gave out sunscreen at several brands’ influencer houses and to the general public. The smaller investment paid off; Kosas bested the bigger sponsors on CreatorIQ’s list, landing at number two.

Some beauty brands that might have been a natural fit, such as headliner Lady Gaga’s Haus Labs, opted not to do any on-site promotions, although the superstar’s makeup artist and the brand’s global artistry director Sarah Tanno shared a rundown of the products she used for the singer’s performance. But while music festival hype has passed its peak in recent years, according to Google data, experts say that Coachella marketing remains worth the effort.

“There was a notion of Coachella fatigue,” said Alex Rawitz, director of research and insights at influencer marketing firm CreatorIQ, who noted that Coachella was “beginning to feel played out” around 2019. The decline is reflected in Google Trends data that shows lagging search interest associated with music festivals like Coachella and Lollapalooza.

Tracking beauty and fashion brands that regularly activate at Coachella, EMV metrics from the festival’s first weekend declined from $52.63 million in 2024 to $40.8 million this year, according to CreatorIQ.

Cardi B’s performance, as well as attendance by Julia Fox and Alix Earle, helped Revolve Fest come out on top for EMV once again. The retailer returned to sales growth in 2024 after a 2023 decline compelled it to scale back its marketing budget, according to its earnings reports. An appearance by Charli XCX at Guess Jeans’ annual afterparty helped earn the brand a spot on the list as well.

While classic festival fashion certainly hasn’t died — Free People earned a spot on the top 10 list amid a sea of crochet dresses and skirts — a wider range of styles have come to replace the often replicated “Instagram aesthetic” of 10 years ago. Pinterest capitalised on this with sponsored booths hyping up a wide range of trends not associated with the flower crown era, including streetwear and edgy Charli XCX-inspired looks.

“I wouldn’t use single or singular in terms of a Coachella aesthetic,” said Malik Ducard, the chief content officer of Pinterest. In a Coachella trends report, Pinterest found that searches for vintage low-rise jeans increased 329 percent before the festival, along with leather outfits (up 115 percent) and the “dark dreamy aesthetic” (up 870 percent). The booth was designed by Ramisha Sattar, creative director for pop star Chappell Roan. Makeup artists from Half Magic Beauty, founded by “Euphoria” beauty director Donni Davy, applied free rave-style eye gems to visitors.

This shift beyond classic Coachella boho fashion also favoured luxury brands worn by celebrities such as Chanel, whose 25 bag was worn by Charli XCX, and Mugler, which gained attention thanks to a vintage vest worn by Bieber.

More brands are set to hit Indio, CA for Coachella’s second weekend: Beauty of Joseon will be driving around with 12 branded cars offering festival attendees rides and handing out 10,000 full-size bottles of sunscreen.

For brands hoping to attract new audiences and furnish opportunities for content creation, “there’s still a lot of value,” said Rawitz.