How Always & Secret Are Keeping Festival-Goers Refreshed In The Desert
Consider this the *second* most important lineup of the weekend.
Festival season is finally upon us, which means outfits are loading, playlists are peaking, and attendees’ calendars are booking up fast — and not just with artist set times. Everything from pre-fest brunches to concert after-parties are already in the works, and for a special subset of Indio, California-bound music fans, this year’s festivities are feeling particularly fresh.
Always and Secret are teaming up to provide this weekend’s festival-goers with plenty of opportunities to reset, recharge, and feel their best heading into the big weekend. Count on sunset dinners soundtracked by buzzy DJs, GRWM-themed pre-parties with hair styling sessions, and an on-site activation thoughtfully inspired by what women themselves say they’re missing at festivals. Ahead, see what Always and Secret have planned to keep music-lovers feeling their best all weekend long.
Start Strong At Golden Hour
Kick off festival weekend on Thursday at the Refresh Retreat Welcome Dinner, presented by Walmart and Always. Picture this: A vibey set from DJ Alexis, live-fire dining at sunset, and a charm bar where you can build your own accessories.
Get Your Glow On Before Showtime
On Friday morning, Festival Day 1 starts strong with the Get Ready With Me Pre-Party, presented by Amazon and Always. Pro stylists will be on hand to hook you up with show-ready hair that’s guaranteed to stop the scroll.
Hit The Refresh Room
With your hair done and your “We’re hereeee” story posted, it’s finally time to explore the grounds. Your first stop is The Refresh Room, a next-level restroom experience designed with festival organizers and built on research by Always and Secret. And trust, this is so much more than just a basic bathroom upgrade. Always and Secret polled 2,000 women to understand what actually matters to them at music festivals. The top priority? A clean, sanitary restroom, according to 56 percent of those polled.
Beyond that, The Refresh Room delivers on the next most-requested amenities at music festivals, including air conditioning (52 percent), hand sanitizer (51 percent), and access to water or a beverage fountain (37 percent), alongside hand towels for easily drying off (37 percent). Additional coveted details, like phone charging stations (28 percent) and bag hooks (25 percent) make it easier to freshen up without missing a beat.
And don’t worry: Must-haves like deodorant (35 percent) and period products (25 percent) are fully covered. You’ll want to snap those up, especially because Secret’s Mocktails Collection fights sweat and odor to provide 72-hour protection and freshness on the rocks. Plus, the deodorant is available in both a solid and clear gel form and four tropical scents (Berry Passionate, Mango Tango, Lime It Up, and Pineapple Paradise). And the Always Pocket FlexFoam? Now that’s an essential. It offers you full-size protection in a tiny package, so you can pack lightly and move freely.
Even the extra touches at the Refresh Room go beyond expectations. Expect mood-lifting features, like a perfume bar and curated lighting with music, so you can head back out feeling ready for whatever’s next.
Prep For Round Two
Day 2 starts with the Refresh and Glow Yoga Flow, presented by Always and Target, as your post–Day 1 reset. Stretch it out, shake it off, then refuel with fresh-pressed juices at the Always Refresh Retreat before heading back in for another incredible day.
Find Your Festival Flow
Somewhere between sets, you’ll want a quick R&R moment. The mini Refresh Room activations in the campgrounds are your go-to for cooling down, freshening up, and stepping back out feeling put together again.
End On A High Note
Close out the weekend with fabulous food and a little creative exercise. At Sunday’s Refresh and Reset Brunch, presented by Walgreens and Always, you can turn favorite your festival memories into a perfectly cute and messy scrapbook during a junk journaling session. DJ Alexis will be back on the decks, too.
From your first GRWM to your final toast, Always and Secret basically have your whole festival experience handled. When you’re feeling this fresh, there’s nothing stopping you from having your best weekend yet.
