Kendall Jenner’s 818 Outpost Draws Celebrity Brands From Kim Kardashian to Hailey Bieber
Kendall Jenner’s annual 818 Outpost is bringing a wave of celebrity-founded brands to Coachella, including Kim Kardashian–backed energy drink Update, Hailey Bieber’s Rhode and Kylie Cosmetics.
-
Click here to listen to this article - Share via
LA Times Studios may earn commission from purchases made through our links.
Kendall Jenner is turning the cultural spotlight around the Coachella Valley Music and Arts Festival into a strategic marketing platform for her tequila brand, 818.
The company announced Tuesday the return of 818 Outpost, an invitation-only gathering in Indio, California. Now in its fourth year, the event has evolved from a tequila pop-up into a multi-brand activation space where creators, media, and partner companies gather for live music, hospitality and product launches.
For companies looking to capture that attention, the desert has increasingly become a marketing stage. “818 Outpost is about coming together to celebrate with delicious tequila in a setting that feels intentional and inspiring,” Jenner, founder of 818 Tequila, said in a statement. “Each year we build on what we’ve created the year before.”
RELATED: Tatcha’s Secret Lip Balm Makes Its Debut at the Vanity Fair Oscar Party
Presented this year by Cash App, the Outpost takes place just minutes from the Coachella grounds. Over time, this event has evolved into one of the brand’s most visible annual moments… and a place where other companies can tap into the same cultural energy surrounding the festival.
Celebrity colorist Tracey Cunningham shares the treatments, glosses, and styling products she recommends to keep Emma Stone’s soft copper hair vibrant for the 2026 Oscars.
That shift is part of a larger change around Coachella itself. What was once primarily a music festival has increasingly become a place where companies introduce products, host activations and connect with creators already gathering in the desert. Each year the space is redesigned under Jenner’s creative direction. For 2026, the concept takes cues from Palm Springs’ mid-century desert architecture, with breezeblock walls and sculptural elements that nod to the area’s vintage resort aesthetic.
RELATED: Zanna Roberts Rassi’s 24-Hour Makeup Routine That Lasted From Oscars to Live TV
Cash App, the event’s presenting partner, will stage a poolside experience centered on its group payment feature, which allows users to collect and split shared expenses such as festival tickets or travel. Food and hospitality brands anchor another section of the space. Postmates will return with a food garden featuring Los Angeles restaurants, including Ggiata, Heavy Handed and HomeState, while nightlife and hospitality company The h.wood Group will bring its supper club Delilah to the desert with a VIP lounge serving cocktails made with 818 tequila.
Several beverage brands will also make appearances. Blank Street will serve matcha and coffee drinks alongside 818 tequila cocktails, LaCroix will host a diner-style installation offering cocktails and mocktails, desert spritzes and frozen 818 daiquiris from Fat Tuesday, and other food and beverage offerings from Puesto Salsa, Fruit Riot, and PATH will be available throughout the Outpost. Uber will also be featured across the space with dedicated brand experiences and offerings.
RELATED: Debunking #GutTok — What Works & What Doesn’t
And some companies are using the event to introduce new products. UPDATE, an energy drink backed by Kim Kardashian, will appear ahead of its launch. The drink uses paraxanthine rather than caffeine and contains zero sugar and zero calories. It will debut in five flavors and is expected to arrive at Walmart later this year.
Khloé Kardashian’s snack brand, Khloud, is also expected to debut a new product at the event.
RELATED: Preventive Aging Is Less About Doing More — and More About Doing It Earlier
Beauty and wellness brands are also part of the lineup. Rhode, the skincare brand founded by Hailey Bieber, will host product moments on-site, while the supplement company Lemme, launched by Kourtney Kardashian Barker, will distribute gummy vitamins and wellness shots.
As a physician who prescribes GLP-1 medications like Ozempic, Wegovy, semaglutide, and tirzepatide, I explain why increasing your dose too quickly can affect muscle mass, metabolism, and long-term metabolic health.
The presence of these celebrity-founded brands reflects how closely festival culture has become tied to the beauty and wellness industries. Kylie Jenner’s Kylie Cosmetics will appear alongside skincare brands Salt & Stone and Youth To The People, while hydration brand HydroJug will offer custom laser-engraved tumblers. Technology platforms are also leaning into the social side of the event as well with Snapchat hosting a photo booth where guests can take photos using custom lenses designed for sharing online.
As companies continue to gather around Coachella each spring, spaces like the Outpost have become one way brands introduce themselves to the mix of creators, media and tastemakers already in the desert.
Information sourced from 818 Tequila.
Where beauty trends meet real-world results
