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Brands Try to Get the Tone Right for Holiday 2025

From maximalist rage bait to anti-consumerism and ‘underconsumption,’ beauty labels grapple with holiday economic anxiety on the social media stage.
Some beauty holiday campaigns like Sephora's have gone all in on maximalism, while others are taking a stand against Black Friday spending.
Some beauty holiday campaigns like Sephora's have gone all in on maximalism, while others are taking a stand against Black Friday spending. (YouTube)

The ultimate accessible luxury gifting category, beauty has long bet on reaching price-conscious shoppers with glitzy campaigns during the holiday season.

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Liz Flora
Liz Flora

Liz Flora is a Beauty Correspondent at Business of Fashion. She is based in Los Angeles and covers beauty and wellness.

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