Retailers roll out 2025 beauty advent calendars early as demand rises

Retailers have begun rolling out 2025 beauty advent calendars as early as late August and September, with luxury department stores and mass-market chains alike opening preorders and waitlists for boxes that often sell out within weeks. Shoppers looking to secure a calendar that can contain dozens of skincare, makeup and fragrance items are being urged to move quickly as demand outstrips supply.

Brands and retailers from Liberty and Selfridges to LookFantastic, Boots, Sephora, Cult Beauty and Harrods have unveiled this season’s countdowns, covering a wide price range. Prices reported include Liberty’s calendar at 275, Selfridges at 250, Harrods at 250, LookFantastic at 105, Cult Beauty at 240 and Boots offering both a 70 skincare-only option and a 150 mixed-beauty premium box. Value estimates vary by retailer and publication, but many calendars are widely advertised as containing products worth several times their ticket price, sometimes totaling more than 1,000 in retail value.

The early launches reflect growing appetite for the products. "Make your choice by September to avoid disappointment," Sonia Haria, a beauty director, advised, pointing to the speed with which popular...