Advent calendars have pulled off the glow-up of the century. Forget flimsy cardboard and waxy chocolates — today’s versions are crafted like keepsakes, stamped with status. One drawer reveals a designer scent, another a gilded candle or cult-favorite skincare cream, each day’s treat more indulgent than the last.
Fashion houses and beauty brands have elevated the countdown into a bona fide art form. Dior showcases hand-painted Parisian façades. Charlotte Tilbury’s chest — brimming with its beauty bestsellers — drops with fanfare every year. Then there’s Liberty, London’s storied department store known for fashion, beauty and home treasures. Its advent calendar, with luxury names galore, has lit up our social media feeds, too.
But it wasn’t always velvet drawers and gilded trunks. In 19th-century Germany, December was tallied with chalk lines and flickering candles. Then, a century ago, printer Gerhard Lang dreamed up the first commercial versions, borrowing from a handmade calendar his mother created for him. Those early iterations, featuring paper doors with pictures, look modest compared to the extravagant options of today.
Photography provided by Diptyque
The beauty industry was the first to catch on, with Liberty London’s 2014 calendar often cited as the game changer. In place of classic chocolate surprises came Diptyque candles, Trish McEvoy makeup, Philip Kingsley hair products and more delights — an offering so good that it sold out almost instantly.
That was the turning point. From there, demand surged, and scarcity only sharpened the appetite. Charlotte Tilbury’s beloved edition sold at a rate of one per minute in 2024. No7’s went even faster, one disappearing every seven seconds on launch day. Shoppers hit refresh on retail sites with the determination of fans chasing tickets to Taylor Swift’s Eras Tour.
For buyers, the thrill isn’t only in the drawer itself but in the performance of opening it. December mornings have turned into content opportunities for TikTok videos and YouTube “advent diary” reviews. Millions tune in to watch someone else pull a serum from a velvet drawer. The irony? Spoilers everywhere. But it only fuels the frenzy.
The format is pure strategy for brands. Every drawer is a vignette, a carefully staged moment designed to lure shoppers deeper into their world. First-timers get a curated introduction; loyalists are rewarded with a month-long celebration. “Everyone is looking for fun during the holiday season, and beauty advent calendars give customers just that,” explains Nordstrom National Beauty Director Autumne West. “The mix of trinket-size treasures and full-size finds keeps the experience playful, and the surprise behind each numbered door appeals to all ages.”
Photography provided by Christian Louboutin
Unsurprisingly, the category isn’t just buzzy — it’s booming. Analysts predict the beauty advent calendar market will more than double in the next decade, climbing from under $1 billion today to more than $2 billion by 2032. In some regions, the surge is already staggering: Sales jumped 93% year over year, with nearly half of those purchases coming from millennials, according to Afterpay.
That’s no shock when you look at this year’s lineup, which is nothing short of extravagant. At a glance: Diptyque’s A Night of Wax & Gold tucks in its cult candles — Baies, Feu de Bois, Sapin — alongside fragrance and body-care treats. Byredo pairs its beloved perfumes with sculptural candles that double as decor. Dior’s celestial-gilded chest unfolds with miniature luxuries, while Christian Louboutin’s lacquered red case houses its signature lipsticks and fragrances.
The evolution of the advent calendar borders on outrageous. What started with chalk marks and cardboard cutouts has morphed into ornate cases packed with perfume and candles that are added to carts in minutes. One thing is certain: Advent calendars no longer sit quietly in the run-up to Christmas morning. Instead, they’ve claimed center stage — unwrapped, posted and savored one drawer at a time.
