M&S unveils 2025 beauty advent calendar amid continued category expansion
As part of its continued expansion across the beauty category, Marks & Spencer has unveiled its 2025 beauty advent calendar, featuring a curated edit of familiar favourites alongside new brand additions to the retailer's line-up.
The calendar features a selection of 25 products - 8 full-sized and 17 travel-sized - from brands such as Clinique, Benefit and This Works.
It also includes Estée Lauder’s Advanced Night Repair Serum, underscoring the retailer's recently expanded partnership with the global beauty giant.
Designed by British fashion designer Bella Freud, this year's advent calendar is worth £330 but priced at £60 with a £35 spend on clothing, home or beauty, encouraging cross-category purchases.
James Mugford, Head of Beauty at Marks & Spencer, told TheIndustry.beauty: "The launch of our 2025 Beauty Advent Calendar marks an exciting moment in the continued evolution of M&S Beauty.
"It reflects not only our commitment to offering exceptional quality and value, but also the strength and growth of our beauty proposition - bringing together both trusted favourites and exciting newness across brands and own brand, to delight our customers this festive season.
"We’re also thrilled to have partnered with the iconic Bella Freud on an exclusive calendar design, which houses a line-up of hero product worth £330."
It comes as beauty advent calendars are once again proving to be more than just a consumer indulgence - but also a powerful driver of revenue, brand engagement, and retail footfall for businesses.
For 2025, the category returns bigger, bolder, and more curated than ever, with brands investing in premium packaging, exclusive edits, and enhanced value to stand out in a competitive market.
