John Lewis is going even bigger this year on its sought-after Beauty Advent Calendar with the retail giant confident the 2025 version is expected to follow last year’s sell-out success.

It comes as department store and beauty retailers across the UK launch a variety of high-end advent calendars to maximise the sales potential of what’s one of the festive season’s top product types. 

Launching to ‘My John Lewis’ members on 30 September followed by general release on 3 October, this year’s offer is designed to “delight beauty enthusiasts”. Retailing at £235, the calendar is set to become the brand’s highest-value offer to date, exceeding £1,000 in worth.

Featuring a curated selection of 36 beauty products – more than ever before – brands included highly sought-after Trinny London, Chantecaille, Laneige, Fenty Beauty, Medik8 and also features for the first time exclusive products from cult-favourite Le Labo.

Within the offer are 23 full-sized products, alongside 13 deluxe miniatures, it notes.

It said customers can get a first-look at the calendar earlier than ever before on its website from Monday (1 September) as searches for ‘Beauty Advent Calendar’ surged by 50% last month compared to 2024, “indicating customers are already excited to see what’s on offer”.

Given that last year’s calendar sold out in just six weeks, “customers are encouraged to act quickly to secure t[it]”, the retailer said.

Heena Mohammend, head of Beauty at John Lewis, added that this year’s calendar also includes “more surprise treatment experiences to make [it] feel extra special for our customers”.

The calendar’s ‘Christmassy’ design is in the style of the ‘Enchanted Tales Christmas’ trend, housed in a fully recyclable box with compartments that allow it to be reused “to create your own bespoke advent calendar in the future”.

Building on previous years, some customers will also receive extra surprise treats such as: hidden in one Advent is a £1,000 John Lewis gift card; hidden in nine Advents is a £500 John Lewis gift card.

There are also nearly 400 prizes from brands for experiences or products, including five premium Neal’s Yard facial experience and skincare products; one signature Dr Hauschka 120-minute facial and overnight stay for two at London’s five star Como Metropolitan Hotel. This also includes a year’s supply of skincare.