Vogue: an advent calendar that rebuilds its own box every year

On the site

The Vogue advent calendar, at a glance

The brand’s shop has typically opened sales for its festive calendar from around late September, and past editions have sold out. The listing below carries whatever is live right now, including today’s price and stock.

The brand

A magazine since 1892, a calendar we have priced since 2023

Founded

1892, New York

Owner since

1909, Condé Nast

British edition

Since 1916

Calendar type

Multi-brand edit

First price we recorded

2023, £350

Vogue began in 1892 as a New York society weekly, founded by Arthur Baldwin Turnure. Condé Montrose Nast bought the title in 1909 and built it into the fashion authority it is today. British Vogue followed in 1916, the first of its international editions, and it is British Vogue, not the American title, that puts its name on this calendar.

That parentage matters for what is inside the box. Vogue does not manufacture skincare or make-up: its calendar is a curated edit, a magazine’s list of what its beauty desk rates that year, built from other brands, not its own. Recent boxes have carried names such as Charlotte Tilbury, La Mer and Laura Mercier, alongside jewellery and lifestyle extras, plus a digital subscription to the magazine itself.

One detail is worth pinning down, because coverage of this calendar does not agree on it. Several outlets described the 2024 edition as British Vogue’s debut luxury calendar. Our own catalogue tells a different story: we priced a Vogue Festive Calendar at £350 in 2023, a year earlier, and that matches a trade report published on 1 September 2023 describing a £350, 25-drawer calendar due to launch on 22 September that year (The Industry, 1 September 2023). The 2024 box was not the first one on sale: it was the second one we, and the trade press, had already seen.

Data · evolution over time

From £350 to £355, and three different boxes in three years

The 2023 edition arrived as a black book-shaped box tied with ribbon, its doors printed with vintage magazine cover art; full-size extras such as a candle and a body cream sat outside the box, and we priced the whole thing at £350. For 2024, the price moved to £355 and the box became a red fold-out structure, still built from vintage cover panels. Vogue’s own product page has described that kind of edition as containing ‘over £1,650 worth of high-end gifts’ and said the brand is ‘delighted to be donating £75,000 of the proceeds to a number of charities close to Vogue’s heart again this year’, a phrasing that implies the giving did not start with that edition either. By 2025, the price had settled at £355 for a second year, but the box changed shape again into an illustrated cream townhouse, complete with a heart-shaped keyring and a full-size Nuxe oil among the extras; our own listing for that edition counts 32 items.

The value claim itself eased slightly between those two editions, from over £1,650 in 2024 to over £1,600 in 2025, at the same £355 price.

Price recorded each edition, and what changed in the box

Prices in green: taken directly from our own saved copies of Vogue’s product page each year, 2023 to 2025. Value claims credited to the brand come from its own shop page and are not our estimate.

Two of the three boxes, side by side

Past-edition visuals, adventcalendar.co.uk archives, collected each season since 2023. The 2025 townhouse box is not yet in our media library.

Reception

Enthusiasm at launch, sharper questions since

The strongest praise has stayed consistent across the three editions we have tracked: mostly full-size products, not sample sachets, recognisable names such as Charlotte Tilbury and La Mer, and a box built to be kept, not binned, printed each year with the magazine’s own archive cover art. The £75,000 yearly charity donation, stated on Vogue’s own account, gets cited as a genuine point in its favour too.

The criticism has grown louder with each edition, and it is aimed almost entirely at the sums. By the 2025 edition, commentary questioned whether a handful of travel-size samples and small accessories really add up to the value claimed, and whether a magazine’s name justifies £355 when several single-brand skincare houses charge less for a comparable case count. None of that criticism, as far as we have found, has come from a market outside the UK: the only other market we’ve found it sold in is Germany, from 2025, so its reception has the most history here.

Data · against the field

Vogue against three single-brand beauty calendars we track

Vogue’s calendar sits in an unusual spot on price: at £355, it is close to several single-brand luxury skincare and fragrance calendars, but it does not behave like any of them, because there is no single line of products behind it. Here is how it compares with others we track in the same £300-plus bracket.

Prices and values shown are for the specific calendar named on each line, taken from our own catalogue records at the time of writing.

The real split here is between a single maison’s own range and someone else’s edit of everyone else’s best work. Jo Malone, Susanne Kaufmann and Fresh only ever show you their own labels; Niche Beauty and Vogue hand you somebody else’s shopping list instead, which is either the appeal or the drawback, depending on whether you already know exactly what you like.

Data · price and promotions

Where and when to buy the Vogue advent calendar at the best price

The short answer: early. The 2026 edition, the Vogue Festive Calendar 2026, is confirmed live on the brand’s own shop at £355 as of our check on 4 September 2026, and past editions have a track record of selling out not long after launch, historically from around late September.

We have not recorded a mid-season discount on this calendar across the three editions we have tracked, though our checks are spaced weeks apart, not continuous, so a short-lived promotion could have slipped past us. Where to buy: we track this calendar through Vogue‘s own online shop, the only channel we have found it sold through so far.

Frequently asked questions

What people ask us about the Vogue advent calendar

For more, see our Niche Beauty and Susanne Kaufmann pages, or head back to the current Vogue listing above for today’s price and stock.