Beauty Bay unveils debut advent calendar, prioritising new and trending brands

Online retailer Beauty Bay is launching its first-ever advent calendar, predicted to "sell out in seconds" as demand for beauty calendars increases ahead of the 2024 festive season.

Available from 30 August, the debut calendar boasts a mix of products from brands such as Sol de Janeiro, Bubble Skincare, E.l.f. Cosmetics, The Inkey List, Beauty of Joseon, and more.

It comes as Google Trends reports a 5,000% increase in searches for 'best beauty advent calendars' in the last 30 days, reflecting the soaring demand for these concepts ahead of Christmas.

Grace Ferns, Beauty Expert and Senior Buyer at Beauty Bay, said: "We’ve built our first advent calendar with the beauty obsessive in mind. That means prioritising new and emerging brands, viral beauty trends and - crucially - products that can be relied upon for incredible results at the busiest time of the year.

"We’ve seen K-beauty explode this year, so including the Beauty of Joseon Ginseng Essence Water was a no-brainer. Similarly, a smoky, grunge nineties eye has enjoyed a huge resurgence in popularity - so we knew our Matte Palette would go down a treat."

"As it’s a time to celebrate, skincare tends to take a backseat - and our skin often becomes dehydrated in the run up to Christmas Day. So, customers can refresh their face with Bubble Skincare’s Slam Dunk Hydrating Moisturiser Cream and practise a little festive self-care with Sol de Janeiro’s Bum Bum Cream before the big day."

Thought to have originated in the 19th Century when families would mark the days until Christmas with a chalk line, advent calendars have since become a Christmas countdown staple.

Today, consumers can purchase calendars filled with all sorts of confectionary, as well as newer varieties offering gin, candles and even socks. However, none of these recent concepts have topped the success of the beauty advent calendar.

Whether it's makeup, skincare, haircare, fragrance, or a mix of them all, beauty advent calendars entice consumers with their array of products, value for money and all-round festiveness.

With some selling out before the festive period even begins, the buzz for beauty advent calendars is clear and this excitement isn't just from consumers - it's also from the businesses doing them.

Read TheIndustry.beauty's feature on how beauty advent calendars became big business.