The Coachella Brand Olympics, A New Euphoria Makeup Collection and Big News From Us

Gloss Angeles returns from Coachella with a triumphant, sensory-rich recap that doubles as a masterclass in brand activation strategy. The hosts, Kirby and Sarah, reveal how Neutrogena’s meticulous, multi-layered sponsorship—complete with a Motrin recharge lounge, Zyrtec and Listerine integrations, and strategic sunscreen stations—set a new gold standard for festival marketing. They argue that the real winners weren’t just the flashy influencers, but brands like Tarte and Poppy that built immersive, story-driven themed houses around cultural icons, turning attendees into content creators. The episode culminates in a major announcement: the official Euphoria x Half Magic makeup collection, launching April 29th on Ulta, featuring character-inspired shades and a cult-favorite Glitter Puck in iridescent periwinkle. This collaboration marks the first time Euphoria’s iconic makeup has been commercialized, a testament to Donnie Davey’s enduring influence. The hosts also reflect on the emotional toll of the festival—claustrophobia, dust storms, and exhaustion—while urging future attendees to prioritize the supporting acts and prepare for the physical reality of the event. Their return from 'retirement' is framed not as nostalgia, but as a strategic pivot: partnering with Ulta Beauty World to host masterclasses and engage directly with fans in real time.