The Advent’s Biggest Year Yet: Iconic retailers like Liberty (UK) have dominated the market for many years with luxurious product line-ups and huge theatrical boxes. This year, other brands are raising their game with more diverse ranges and full-sized products.
Cult Beauty (also UK) offers 37 products in its advent calendar, 13 of which are full-sized, alongside three hidden golden tickets, each worth £1,000 ($1,110) in store credit. Space NK (UK) and Sephora (France) also feature a mix of full-sized deluxe and cult favourites.
Lifestyle publications are also getting involved. The UK’s Sunday Times Style has launched its first advent calendar, in collaboration with British ‘try before you buy’ subscription service Latest in Beauty. It contains a curated line-up of must-have hair, make-up, skincare and fragrance products, handpicked by the title’s beauty director, Sarah Jossel. Industry-leading brands like Shiseido, Fenty Beauty and Olaplex are featured, with all but four of the items being full-sized.
And French women’s lifestyle magazine Elle rounds up 28 cult favourites, including 12 full-sized versions, alongside a free annual digital subscription in its beauty advent calendar. The collection – worth £775 ($860) – comprises aspirational products like Swedish tech brand Foreo’s Luna Play Plus 2 facial cleansing device.