The $200 Sephora gift that kids adore – and is causing headaches for parents

Beauty-themed Advent calendars have surged in popularity among preteens and teenagers, with even younger children asking for them. Alicia Tennenbaum, a mother of three daughters from Brooklyn, is currently searching for calendars that meet the different preferences of her childrens holiday wish lists. As a child in New Jersey, Tennenbaum remembers Advent calendars filled with small toys or chocolate squares behind colorful doors, counting down to Christmas. Today, she observes the tradition has evolved into a market overflowing with luxury beauty items.

Her 12-year-old daughter is eager for a lotion and lip balm-packed calendar from the influencer-favorite brand Evolution of Smooth (EOS). The train-shaped calendar is featured in TikTok videos by popular creators and beauty editors but is not widely available for purchase. I understand the excitement of getting a daily surprise, Tennenbaum says. But what used to be a simple tradition has gotten completely out of hand. She also notes the stress of acquiring them, as many calendars sell out quickly.

Even if the EOS calendar is unavailable, there are many other options. Retailers like Ulta Beauty and Sephora offer holiday collections featuring beloved brands, while the British cult brand Charlotte Tilbury released a treasure chest calendar with seven miniatures and five full-sized products for $220, making it a standout choice for young beauty enthusiasts.

Brad Dobbin, a software developer and father of three in St. John's, Newfoundland, notes that Advent calendars have always helped his family extend the holiday excitement. This year, he allowed his daughters to select their own calendars: the younger two chose Charlotte Tilbury, and the eldest picked Sephoras set. Dobbin bought his wife a $245 MAC 24 mystery must-haves calendar. When they were younger, Lego calendars were fun for the whole family, he explains. Now that they want beauty ones, I watch the battles over face masks and mascara. It keeps the holiday spirit alive.

The appeal of beauty Advent calendars is clear. With items hidden behind panels, they tap into the unboxing trend and #GetReadyWithMe videos on TikTok. Brands benefit from high profit margins and the opportunity to introduce new products that may become customer favorites. Young beauty enthusiasts, sometimes called the Sephora kids, already fill their cosmetic bags with the latest items. NielsenIQ data shows households with children aged 7 to 12 spent nearly $2.5 billion on skincare last year, up from $1.8 billion in 2022.

Research from Pediatrics highlights that 31% of skincare content creators are under 13, with videos often featuring products containing potentially irritating ingredients like citric acid. Drugstore and cosmetics shelves increasingly resemble candy aisles, with colorful packaging and playful names masking potent ingredients unsuitable for young skin, such as retinol and acids. In response, California Assembly member Alex Lee proposed a bill requiring age-verification prompts at checkout to prevent minors from purchasing products with harsh ingredients.

Meanwhile, brands continue to profit from this growing holiday trend. Amazon released an Advent calendar featuring miniatures from tween favorites like Touchland and Laneige for $98, and Anthropologies 24-day set, also $98, sold out before Thanksgiving. Since many calendars include mystery items, confirming their safety for children can be difficult.

Laura, creator of the parenting account @MomLifeWithLaura, manages this by using reusable wooden calendars and personally selecting items for her son and beauty-loving daughter. For my daughter, I stick to safe beauty products like lip balms and avoid anything with retinol, she explains. In previous years, letting companies fill the calendars often resulted in discarded items. This year, she includes personalized items, such as a miniature Odwalla bottle her daughter carries daily, ensuring the calendar is both thoughtful and safe.

Analyzing the Impact of Beauty Advent Calendars on Young Consumers

The rise of beauty-themed Advent calendars is undeniably reshaping holiday gift-giving traditions, particularly for young audiences. What once began as a simple countdown with chocolates or toys has morphed into a lucrative industry targeting preteens and teens. As the trend grows, both parents and brands are grappling with the implications of this shift.

Parents like Alicia Tennenbaum, whose daughter eagerly awaits an EOS lip balm calendar, acknowledge the joy these calendars bring. However, Tennenbaum also highlights the growing pressure to obtain these coveted items, noting that many sell out quickly. This demand is indicative of a larger cultural phenomenon: beauty brands leveraging scarcity to increase desire and perceived value. Yet, this escalation raises concerns about the commercialization of a childhood tradition.

The market for beauty Advent calendars is thriving. High-end brands such as Charlotte Tilbury and MAC have embraced the trend, offering premium sets with full-sized products, some priced up to $245. For retailers, this represents a profitable opportunity, capitalizing on the “unboxing” trend and appealing to a new generation of beauty enthusiasts. The #GetReadyWithMe and TikTok unboxing videos only amplify the excitement around these calendars, making them not just products, but experiences.

However, the growth of beauty products aimed at younger consumers brings forth important health and safety considerations. While NielsenIQ data shows a significant increase in skincare spending among households with children, concerns arise over the inclusion of potent ingredients such as retinol or acids in these products. California Assembly member Alex Lee has proposed a bill to implement age-verification systems at checkout, seeking to mitigate the risks of young buyers unknowingly purchasing products with harsh ingredients.

Parents are increasingly becoming more vigilant. Laura, a parenting influencer, has opted to take control of the situation by customizing her children's Advent calendars. By selecting only safe beauty products like lip balms, Laura ensures her daughter enjoys the fun of the calendar without the potential risks. This hands-on approach highlights a broader trend: as beauty calendars become more mainstream, it’s clear that parents are actively curating what their children can access, balancing excitement with safety.

In conclusion, the advent of beauty-themed calendars marks a significant evolution in both holiday traditions and consumer culture. As the market continues to expand, it’s crucial for both brands and parents to consider the long-term implications of these products on young consumers’ health and well-being. While the trend shows no signs of slowing down, ensuring that children’s safety is prioritized should remain at the forefront of this evolving holiday ritual.

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• The $200 gift Sephora kids love — and is giving parents headaches