Sephora launches Summer Vibes with Anitta and joins her pre-Carnival Ensaios tour; Lip Oil Infusion is the campaign’s hero product.
Summer brings bold colors and new attitudes, and Sephora is leaning into that mood with its Summer Vibes campaign. The initiative celebrates energy, glow, and reinvention alongside Sephora Collection and Anitta. It also signals the brand’s push to deepen its entertainment presence and reach new audiences in Brazil during the season that includes Carnival.
As part of a 360 campaign, Sephora will join Ensaios da Anitta as the tour’s official beauty brand. The pre-Carnival run travels to multiple Brazilian cities and features special guests throughout the season. The partnership connects music and self-expression, while positioning Anitta as the face of the “The glow of Carnival is being yourself” campaign spotlighting Sephora Collection.
“Our partnership with Anitta started in 2025 and showed us how strongly our brands connect when we talk about energy, emotion, and memorable experiences. Ensaios continues that relationship and expands our conversation with audiences at a time when beauty becomes even freer and more intense,” says Cataldo Domenicis, Marketing Director at Sephora Brazil.
“We want to be present in moments that inspire, bring people closer, and invite everyone to live their beauty their way—with more glow, lightness, and attitude,” he adds.
On stage, Anitta will wear the Lip Oil Infusion, a viral Sephora Collection product and the campaign’s key highlight. Sephora says the item’s versatility supports high-shine looks and vibrant color—matching both the season’s pace and the artist’s energy.
Across Summer Vibes, the brand will spotlight vibrant makeup, fresh fragrances, sun protection, and seasonal treatments. The campaign invites customers to try new pairings, explore textures, and reveal brighter versions of themselves.
During Ensaios, Sephora will also set up a summer-themed experience focused on experimentation in Fortaleza, Recife, São Paulo, Ribeirão Preto, and Rio de Janeiro. Rouge and VIB members of Sephora’s free Beauty Club loyalty program can redeem points for invitations in selected cities, including stops where tickets are already sold out.
Throughout the period, Sephora stores will keep their makeup services available by appointment starting at R$179.00, using products from the retailer’s portfolio. The brand also plans pop-up activations in selected locations, with more details to be announced soon.
