These makeup advent calendars under €400 are already breaking TikTok
Every autumn, the same fever grips beauty lovers: tracking down the best makeup advent calendar before it sells out. In 2026, the selection is richer than ever, with sets ranging from €34.99 to €400, and real values that far exceed the price tag. The phenomenon has exploded on TikTok, where more than 11,000 videos are already dedicated to these beauty sets.
From budget-friendly to luxury: how much should you spend on a makeup advent calendar?
The great strength of these sets is that they cater to every budget. At one end, H&M offers its pink calendar at €34.99, packed with 24 makeup products and accessories. At the other, Yves Saint Laurent Beauté goes all out with a haute couture case in gold and red, priced at €400, bringing together skincare, makeup and iconic miniature fragrances from the house.
Between these two extremes, several brands hold their ground. Maybelline New York delivers a calendar at €79.90 with an estimated value of €190, featuring 24 full-size products including viral best-sellers like the Sky High mascara and the Tattoo Liner. L’Oréal Paris, meanwhile, offers 24 full-size products at €89.99, blending face makeup with haircare.
In the mid-range, Makeup Revolution stands out with a vegan and cruelty-free calendar at €57.99, worth over €100. It includes 24 products, 10 of them full-size, covering every aspect of face makeup.
The calendars with the best real value versus retail price ratio
One of the central selling points of these calendars is the gap between what you pay and what you get. That advantage is most striking at Lookfantastic: its calendar retails at €140 for a declared value of €771, one of the widest margins on the market. It brings together 27 products, 19 of them full-size, from brands including Benefit, Anastasia Beverly Hills, MAC and Laura Mercier.
M.A.C. Cosmetics also offers an impressive gap, with a set at €227 for a value of €486, filled with 24 makeup products, the majority in full size. Benefit offers 24 makeup and skincare products at €160 for a value of €337, including house staples like Benetint, the POREfessional primer and BADgal BANG! mascara.
- Lookfantastic: €140 for a value of €771, 27 products including 19 full-size
- M.A.C. Cosmetics: €227 for a value of €486, 24 products mostly full-size
- Benefit: €160 for a value of €337, 24 makeup and skincare products
- Charlotte Tilbury: €215 for a value of €404.50, 15 products including 2 accessories
- Maybelline New York: €79.90 for a value of €190, 24 full-size products
Makeup advent calendars from the big houses: Armani, YSL, Charlotte Tilbury
For lovers of prestige beauty, the major houses are competing on both generosity and elegance. The Charlotte Tilbury set, named Charlotte’s Hollywood Beauty Wonderland, is a genuine objet de désir, with its drawers adorned with jewel-like details. Priced at €215 for a value of €404.50, it contains 15 products designed for a luminous, glamorous look. One figure worth noting: in 2024, one was selling every minute.
Armani Beauty goes for a reusable fuchsia and silver case at €360, balancing miniature fragrances with makeup essentials including lipstick, mascara and blush. It contains 24 products, 9 of them full-size. The YSL Beauty calendar, priced at €400 with 24 products, wins hearts first and foremost with its exceptionally refined packaging.
Kiko and the calendars to watch closely this season
Among the makeup advent calendars drawing attention this season, Kiko Milano‘s stands out for its design. Its collector’s red trunk with Art Deco gold motifs houses a mix of makeup, skincare, accessories and a solid perfume in full and travel sizes, spread across 24 compartments. Some products come dressed in an exclusive gold case. The whole set retails at €159.
The Lookfantastic calendar also deserves special attention for a very practical reason: last year, it sold out by mid-November. This beauty set draws together brands with a strong TikTok following, which goes a long way to explaining the frenzy around it. Whatever calendar you have your eye on, it’s best not to wait before placing your order.
