Beauty advent calendars are big business, bringing consumers a curated selection of products at discounted prices to open each day in the lead-up to Christmas.
Consumer demand is growing for these bargain beauty buys, with many offering more than £1,000 worth of products at a fraction of the price.
June Jenson, VP and Head of UK Beauty at Circana, reveals that increased demand means the buying season is starting much earlier.
Circana data showed that in week 37 of 2025 alone (25 to 31 August 2025) UK prestige beauty advent calendar sales exceeded £13.9m – more than double the same week a year earlier.
Tickets are now available for the 25th anniversary of the Pure Beauty Awards, taking place on 15 October 2026 at the Grosvenor House Hotel in London, UK. Join the beauty industry for an evening of recognition and celebration as this year’s winners are revealed. Click here to secure your place.
What is more, spending on these calendars is rising much faster than the number of calendars sold.
Circana’s data revealed that, in week 47 last year (17 to 23 November), UK sales value increased 276% year-on-year, while volume rose 92%.
With this subcategory proving a valuable opportunity for beauty brands, Cosmetics Business turned to the people behind some of beauty’s buzziest calendars for insight into what it takes to bring them to market.
Read on to hear from Laura Freitas, Beauty Buyer, Liberty, and Chelsea Thorniley, General Manager – Beauty Subscriptions, Lookfantastic.
Laura Freitas, Beauty Buyer, Liberty, on the retailer's cult favourite calendar
Liberty's 2026 advent offering introduces Helena Bonham Carter as the brand's Head of the Extraordinary.
Freitas: “The Beauty Advent Calendar has become one of the most important moments in Liberty’s year.
It is the fastest-selling product in our 150-year history, but its impact extends well beyond the launch period itself.
It introduces custom
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.
