Cult Beauty 2022 advent calendar contents exceed £1,000 in value

Cult Beauty has revealed the contents of its annual advent calendar, which this year are worth in excess of £1,000. Shoppers can buy the seasonal sampling calendar for £235 from Monday but few, if any, are expected to make it to general sale.

The waiting list for the calendar, which is now in its fourth year, is more than 90,000 long with only 30,000 of the calendars made. Wait listers will be offered the chance to buy the calendar on Monday 3 October and any not sold to that group will go on general sale.

This year some 37 products are hidden in the drawers of the calendar and among them are 13 full-size products. The Christmas Day draw alone contains six items.

Brands – from luxury to cult independent names – contained in this year's edit include 111SKIN, Augustinus Bader, The INKEY List, REN, Hair by Sam McKnight, Glow Recipe, Hourglass, Biossance, Byoma, Medik8, Farmacy, Pai, Dr. Levy, Sunday Riley, Youth to the People, Zelens and more.

This is the first time the contents have exceeded £1,000 in value and to add to the excitement, three of the calendars contain 'Golden Tickets' worth £1,000 to spend on the Cult Beauty site.

Cult Beauty is also using the opportunity created by the calendar, which is one of its biggest marketing exercises of the year, to do good works. Some £75,000 of the proceeds will be donated to the charity Mental Health UK and a tree will be planted for every calendar sold.

"The festive period may be a time of celebration, but for many of us it can bring challenges to our mental health. By donating funds from the sales of their advent calendar, Cult Beauty is helping us to support everyone with their mental health, whenever they need it. This includes communities close to Cult Beauty’s heart: the LGBTQIA+ community, Black, Asian and minority ethnic communities, and those experiencing reproductive health challenges," said Mental Health UK.