The Amazon Holiday Beauty Event 2025 is Here and It’s the Glam Sale You Don’t Want to Miss

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Amazon’s Holiday Beauty Event has just landed and this two-week beauty bonanza is a must for skincare junkies, makeup mavens and anyone who loves a good glow-up.

The Holiday Beauty Event is Amazon’s dedicated beauty-and-wellness sale, now in its fifth year running. Unlike Prime Day, which covers everything under the sun, this one is laser-focused on all things beauty: skincare, hair care, makeup, body care, fragrance and grooming. Shoppers will have early access to holiday-worthy deals before the Black Friday chaos begins and this year, thousands of beauty items are included.

When It’s Happening and How It Works

Mark your calendars: The event runs from October 20 through November 2, 2025. Think of it as your two-week head start on the holiday shopping season. The structure is clever, too. Every 48 hours, Amazon drops a new wave of flash deals in specific categories. Early in the event, you’ll see heavy makeup markdowns, followed by hair care, wellness, fragrance and men’s grooming in rotation.

Discounts typically land around 30 to 40 percent off, but certain standout items can go much deeper as some products are slashed up to 75 percent off. It’s the kind of sale where one day’s hero product might be gone the next, so checking back often can pay off.

What to Expect: From Serums to Stylers

This is a curated sale. Expect big names like Laneige, Olaplex and Sunday Riley to make appearances, alongside drugstore favorites from NYX, Maybelline and L’Oréal.

Skincare lovers can stock up on hydration heroes (moisturizers, glow-boosting serums and cult-favorite eye creams). Hair care buffs will find high-end tools like the Dyson Airwrap on sale, plus plenty of nourishing masks and oils for winter repair. And if makeup is your love language, there’s no shortage of mascaras, lipsticks and highlighters ready to help you sparkle all season long.

How to Shop Smart (and Avoid Regret)

Before diving in, make a quick list of the products or brands you’ve been meaning to try.
Use Amazon’s “watch this deal” feature or your wish list to stay on top of price drops; flash deals rotate fast.
Double-check shipping windows and return policies if you’re gift shopping and make sure to read product details for ingredients, shades or skin-type compatibility.
Stick to a budget. Just because it’s on sale, doesn’t mean you need it.

Top Picks From the Amazon Holiday Beauty Event

Whether you’re restocking for yourself or getting an early start on your holiday shopping, the Amazon Holiday Beauty Event is your playground. Here are some of my top picks from the sale. NOTE: Prices and discounts may fluctuate throughout the sale; all prices and discounts listed are correct at the time of this publication.