James Charles has brought attention to MAC Cosmetics' $250 advent calendar, as they put the luxury beauty brand's holiday offering under the spotlight. The influencer released a video on 5 November inspecting the package and providing consumers a good look at the items inside.
The 24 Days of M·A·C Icons Advent Calendar promises 24 beauty surprises and claims to contain products worth $565. It features a selection of MAC's recognisable makeup products, including bestselling lipsticks, lip liners, eye products, and skincare minis. At $250, customers are paying for a mixture of full-sized and smaller products packaged in a limited-edition holiday box.
How the 24 Days of M·A·C Icons Advent Calendar Was Advertised
According to MAC's official product listing, the calendar contains 24 surprises, including Ruby Woo and Candy Yum-Yum lipsticks, the brand's MACStack Elevated Mascara, Lipglass, eye shadows, and products from its Hyper Real skincare collection. It also includes a limited-edition Lipglass cap charm and a keepsake box.
The brand advertises a total value of $565, meaning customers would theoretically save $315 compared with purchasing the collection at its stated individual retail value. The calendar costs approximately $10.42 per surprise, although that calculation does not account for differences in product sizes or how much customers would actually use.
James Charles and His 'Crashing Out' Reviews
In his viral, 'brutally honest' beauty advent calendar review series, James did not hold back his frustration on the MAC Cosmetics Advent Calendar. Charles also gave a brutally honest review on the MAC Advent Calendar the previous year.
James built his following for his unfiltered, 'crashing out' style reviews during the holiday season. When it came to MAC, his reaction was a mix of genuine anger and comedic disbelief at what the brand chose to include.
He expressed outrage on behalf of beauty community consumers who save up their hard-earned money to buy these luxury holiday items. James argued that major beauty brands frequently treat their customers like they are 'stupid' using the allure of festive, oversized packaging to hide cheap filler items and clear out stagnant inventory that isn't selling well on its own.
Throughout the unboxing, James repeatedly slammed the curation of the box, throwing dramatic fits over the inclusion of tiny sample sizes, basic plastic items, and repetitive product selections.
Instead of providing full-sized, iconic MAC staples, the calendar left him opening minuscule trial products and underwhelming accessories that felt incredibly cheap. For a high-end brand with MAC's legendary reputation in the makeup industry, James felt the final product was nothing short of 'pathetic and embarrassing.'
Beauty Brands Facing Advent Calendar Backlash
MAC's pricing also comes amid continuing criticism of luxury beauty advent calendars, which have increasingly become a talking point during the holiday shopping season.
Dior, Charlotte Tilbury, and other established beauty brands have also faced scrutiny over their expensive seasonal collections, particularly when customers question the number of miniature products and novelty items included.
A 2023 Vogue Business report examined the growing debate surrounding beauty advent calendars, noting that shoppers have criticised some offerings for their pricing, product sizes, and perceived value. The publication highlighted previous backlash involving Chanel and Dior, including criticism of calendars containing small branded accessories and sample-sized products.
The appeal of these collections extends beyond their individual retail value. Advent calendars offer customers an opportunity to discover different products, revisit familiar favourites and enjoy the experience of opening a surprise each day.
For devoted MAC customers, the holiday set could be an appealing opportunity to stock up on familiar favourites. For shoppers expecting 24 entirely full-sized, universally useful products, however, the calendar may not deliver the experience they have in mind.
