Agenda-setting intelligence, analysis and advice for the global fashion community.

Black Friday Beauty Goes Beyond the Discount

This weekend beauty brands and retailers will need to use every tool at their disposal — from AI to TikTok Shop to ‘buy now, pay later’ — to get the biggest return.

Product displays inside an Ulta Beauty store. — Beauty is one of the three main categories expecting to cash in alongside clothing and electronics this weekend, analysts said. (Richard Cadan/Ulta Beauty)

Rachael Griffiths

25 November 2025

BoF PROFESSIONAL

Even as global consumer sentiment has plummeted toward record lows in the latter half of 2025, shoppers are still planning to spend more than ever this Black Friday weekend. Per Adobe, the five days spanning Thanksgiving, Black Friday and Cyber Monday are set to generate $43.7 billion in the US alone, 17 percent of spend for the entire holiday season and a 6.3 percent increase year-on-year (down from 8.2 percent last year).

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

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.

‘GEO’ Is Beauty’s New ‘SEO’

As influencers and consumers turn to the ‘ChatGPT glow-up’ trend for AI-generated beauty advice, brands are rushing to generative engine optimisation in hopes of upping their chances of being recommended.

How Beauty Brands Can Beat a Holiday Season Slowdown

With slow sales growth and a truncated shopping window, brands and retailers need to get creative to entice customers.

About the author

Rachael Griffiths

Rachael Griffiths is a Senior Editorial Associate at The Business of Beauty. She is based between St Helens and London, and covers beauty, wellness and industry news.

In This Article

Topics

Organisations

How Dwayne Johnson Made a Skincare Brand Men Actually Buy

The ‘everyman’ skincare market is moving towards premiumisation, as brands like Johnson’s Papatui ditch traditional one-note marketing for a more considered approach.

Opinion: Harry Styles Is Selling Sex — Even If Wall Street Won’t

The successful restock of a vibrator and lube from Styles' beauty and wellness brand Pleasing shows how celebrities are sustaining the sexual wellness category, writes Bloomberg's Jessica Karl.

The Business of Beauty Global Awards: An Update on 2025’s Winners

Following their Global Award wins, founders from Akt London, Yse Beauty and Ruka share how the recognition changed their business trajectories.

Is Harper Beckham Beauty’s Next It Founder?

This week, Priya Rao examines Gen Alpha’s next big brand, Hiku.

Why H&M’s Sustainability Report Is So Unusual

The Swedish fast-fashion retailer is one of a shrinking number of companies that’s still drawing attention to its emissions goals. Plus, a Shanghai Fashion Week preview.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.

The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?

The Impact of War on Fashion’s Supply Chain

Textile hubs are already feeling the cascading risks of the conflict in Iran as Washington ramps up forced labour probes to revive tariffs, while decarbonisation in fashion’s factories might finally have a standard to go off of.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

CONNECT WITH US ON

News & Analysis

Topics

More

Careers

Community

Subscribe

About Us