In an era where experiential marketing drives beauty's connections with consumers, Coachella, which can host 125,000 visitors at a time, has become a springboard for opportunities for brands. Festivalgoers now expect the beauty industry to deliver standout experiences in conjunction with the event, turning activities into entertainment destinations that capture attention and elevate a brand’s presence.The festival, which has a predominantly Gen Z audience, encourages beauty brands to show up in ways that resonate with this demographic. After all, to Gen Z, the event is an ordeal that warrants months of research and planning on Pinterest and social media.“Searches for Coachella start spiking at the beginning of the year on Pinterest, and nearly half of those searches are driven by Gen Z,” said Sara Pollack, Vice President of Global Consumer Marketing at Pinterest, in a company press release. Additionally, Pinterest searches for “Coachella aesthetic outfit” have increased by 769% since last year.The excitement that Coachella activations create paves the way for further growth in marketing beyond the event itself. According to data from Creator IQ, which calculated earned media value on branded content post-Coachella, top brands, including Rhode Skin, generated impressive earned media value (EMV) as a result of engaging in the festival. The data showed Rhode with a $3.63M EMV, Kosas $3.61M EMV, ONE/SIZE $3.15M EMV, and Neutrogena $2.45M EMV, among several others.BeautyMatter explores the brands that stole the show at Coachella 2025.