Beauty advent calendars face scrutiny over luxury appeal and environmental impact

Beauty advent calendars have evolved from religious traditions into a significant commercial phenomenon. Since the early 2000s, and particularly following high-profile releases by retailers like Selfridges and Liberty London in the 2010s, these collections have become highly sought-after luxury items. They typically feature 24 days of surprises, including perfumes, skincare, makeup, and hair care products from prestigious brands.

However, the trend faces criticism regarding environmental sustainability and consumerism. Investigations suggest that these calendars contribute significantly to waste due to excessive packaging. Many products are individually wrapped within oversized boxes designed to create an impression of abundance, leading to multiple layers of unnecessary containers for single, small items. This practice is highlighted as a driver of overconsumption and environmental unconsciousness.