The holiday shopping season is fully operational, and with December fast approaching, the retail focus has shifted heavily toward the tradition of the countdown. While the concept of the advent calendar likely originated in 19th-century Germany—though the exact inventor remains lost to history—modern retailers have largely abandoned traditional chocolates and trinkets. Instead, beauty brands have co-opted the format, transforming the month of December into a daily showcase of serums, makeup, and fragrances.
Major Retailers Unveil Seasonal Lineups
In the United States, the market for these curated collections is competitive. Sephora has rolled out a tiered strategy to capture different spending levels. Their headline offering, the Sephora Favorites Advent Calendar, retails for $99 but boasts a value of $269. The brand describes this in-store exclusive as a compilation of best-sellers and trending necessities across makeup, skincare, and hair.
For those seeking a more comprehensive haul, the Sephora Collection Premium Makeup & Skincare Advent Calendar arrives in a gold tin for $95, packing a wider range of bath products and accessories. The retailer also brought back its standard $55 calendar, promising it is “better than ever,” alongside a strategic $35 “After Advent” set designed to bridge the gap between Christmas and New Year’s Eve with seven additional boxes.
Competitor Ulta Beauty is leveraging nostalgia and collectibility this season. Their lineup includes a $39.99 collaboration with Mini Brands featuring detailed replicas of shopper favorites, as well as a “Peanuts Vault” for $89.99 that highlights Snoopy-themed cosmetics. Ulta is also targeting the younger demographic and nostalgia seekers with the “Joybright” Y2Cutie box ($29.99), which leans into early 2000s glam, and a Ferris wheel-shaped 12-day countdown priced at just over $22.
E-commerce Trends Shift in South America
While North American retailers focus on holiday packaging, the beauty sector is experiencing a fundamental surge in other markets, driven by evolving consumer habits. In Argentina, for instance, the beauty category on Mercado Libre has seen record-breaking search volumes, signaling a shift toward more educated purchasing decisions. Skincare has consolidated its position as one of the most dynamic segments of e-commerce there.
This surge is largely powered by specific niche interests. Korean cosmetics, or K-Beauty, have returned to the forefront, with brands like Anua, Tir Tir, and Medicube leading search queries. Consumers are increasingly seeking out these products for their specific ingredients and health-oriented routines.
Fragrances and the Premium Boom
Beyond skincare, the fragrance market is witnessing its own record year in the region. There has been a notable 15% increase in searches compared to 2024 for “Arab fragrances,” accumulating over 5.4 million queries. Brands such as Armaf and Lattafa have established a strong foothold, competing directly with classic luxury houses by capitalizing on the phenomenon of viral trends.
Simultaneously, the premium beauty segment is expanding steadily. Heritage high-end brands, including Lancôme, Kiehl’s, Tom Ford, and Ralph Lauren, are seeing renewed relevance among the most-consulted products. To capitalize on this demand, Mercado Libre has developed a dedicated space for premium beauty, integrating immersive content and virtual try-on tools to mimic the high-touch experience of physical retail.
