Key Takeaways: Retailers use advent calendars to merge luxury, value, and exclusivity.Full-size hero products and golden tickets drive consumer engagement.Tiered offerings target both prestige spenders and discovery-driven beauty shoppers.Beauty advent calendars have become a rite of passage for retailers. As the seasonal stakes continue to rise, 2025 has seen a double-down on design, value, and exclusivity to capture holiday shoppers’ attention. From heritage department stores to multi-brand e-commerce, retailers are clearly sharpening their discovery-driven edits with this year’s launches, amplifying both the escalating competition and the category’s enduring appeal. This year, a new strategy of marketing has made its way to the playing field, as several stores add the element of golden tickets in limited numbers of calendars, offering consumers extra treats from store credit vouchers to extreme prizes including a Mini Cooper. Underlining the role of the advent calendar as a powerful driver of loyalty, discovery, and seasonal storytelling, BeautyMatter outlines the 2025 offerings worth noting.