ASOS Says Beauty Advent Calendar Sales Are 85% Ahead of Last Year

The limited-edition calendar launched on September 4 for eligible ASOS.WORLD members and became available globally on ASOS.com on September 7. It contains 25 products, 15 of them full size, in a zebra-print box. ASOS priced it at £98 in the UK and said the included products have a combined stated value of £360.

A Beauty Edit Built for Discovery The assortment mixes premium and accessible names, including Charlotte Tilbury and Gisou, with Korean skincare such as Medicube.

That breadth is central to ASOS’s merchandising approach: customers can sample several categories and brands through a single purchase rather than shop one label at a time.

Bernadette Sullivan, ASOS’s Face + Body Director, said in the launch announcement, “Our customers don’t shop beauty in one lane.” The calendar reflects that mixed-basket behavior, combining makeup, skincare, haircare and body care while giving loyalty members first access.