Holiday beauty sales extravaganza returns to Amazon

Dan Berthiaume
Senior Editor, Technology
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Amazon Holiday Beauty Haul
Amazon is hosting a beauty-themed holiday promotion.

Amazon is hosting the third edition of what has become its annual “Holiday Beauty Haul” promotion.

Running Tuesday, Oct. 23 through Sunday, Nov. 5, the two-week shopping event features deals across skincare, haircare, makeup, grooming and shaving, fragrance and Allure Best of Beauty winners, as well as gifts and stocking stuffers.

During the sale, customers will be able to shop deals from brands including Ahava, Chi, essie, Farmacy Beauty, Foreo, IT Cosmetics, Know Beauty by Vanessa Hudgens, Lancôme, Le Domaine from Brad Pitt, Lemme by Kourtney Kardashian Barker, Michael Strahan Skincare, Milk Makeup, Olay, Ralph Lauren Fragrance, Revlon, Rinna Beauty, Sally Hansen, Tatcha, Tula and Urban Decay.

Some Holiday Beauty Haul deals require coupons, which customers can browse and save in their Amazon shopping account by visiting the Beauty Coupons page. Shoppers can select the coupon they would like to use and they will automatically show up in their cart when they add the item.

As part of the event, Amazon is hosting a shoppable, interactive Amazon Live livestream promotion on Tuesday, Oct. 2 at 1 p.m. ET. Attendees will be able to live chat with influencer Natalie Negrotti about her top picks across product categories including skincare, haircare, fragrance, and nail care; well as unbox and try items from Covergirl, Drybar, Maybelline and NYX.*

Amazon first introduced Holiday Beauty Haul in October 2021 as part of a selection of what it called “Black Friday-worthy” deals, and hosted the event again in October 2022. In 2022, the e-tailer first introduced a livestream shopping component. Holiday Beauty Haul is separate both from Amazon’s recent Prime Big Deal Days “early holiday” promotion aimed at Prime members and its expected upcoming Cyber Week sale.

Amazon makes mark in beauty

Amazon has been selling beauty products since 2000, starting out with mass market products and gradually adding higher-priced brands. In more recent years, the e-tailer has introduced digital offerings aimed at beauty customers, including a virtual cosmetic try-on experience enabled by artificial intelligence (AI)-based augmented reality (AR technology) from ModiFace.

In 2021, Amazon also extended its presence in the beauty sector into brick-and-mortar space by announcing it wouldl open its first-ever hair salon, in London’s hip Spitafields district. The company said it would trial the “latest industry technology,” including augmented reality hair consultations that will allow customers to see what a new hair color or style looks like on them before they make the change.