SKIMS has unveiled a new way for shoppers to count down to Christmas with its 2026 advent calendar. However, the brand's latest holiday offering has already attracted criticism, with some questioning whether its contents justify the £158 price tag.
The 12-day calendar promises a selection of accessories and everyday essentials, packaged in a festive box. But after TikTok influencers began sharing unboxing videos, viewers were quick to point out how many of the surprises appeared to be relatively inexpensive items. They even compared the collection to children's toys and bargain-store accessories.
What's Inside the SKIMS Advent Calendar?
The SKIMS Accessories Advent Calendar is now listed on the brand's UK website for £158, while its US counterpart is priced at $148. According to the product description, the limited-edition offering features 12 days of surprises, including hair accessories, keychains and other playful additions.
Therefore, there is no clothing or beauty products as the calendar focuses almost entirely on smaller accessories. The collection includes a bear keychain on day one, followed by a three-pack of hair elastics on day two and three satin scrunchies on day three.
The remaining surprises include a three-pack of bobby pins, a SKIMS squishy, two hair clips and a two-pack of bra elastic headbands. Shoppers will also find another three-pack of bobby pins, a comb keychain, a logo keychain, another set of satin scrunchies and a faux-fur compact mirror keychain.
Although the calendar contains multiple pieces across its 12 compartments, several of the surprises belong to similar categories.
TikTok Unboxings Spark Brutal Reactions
The criticism intensified after influencers started posting videos revealing the contents of their SKIMS advent calendars. Instead of generating excitement over the festive surprises, several unboxings prompted viewers to question the amount of money customers were expected to spend.
One online user was particularly unimpressed with the overall concept, saying it 'felt like a scam'. The reactions also inspired some wordplay at the brand's expense, with commenters referring to the product as a 'SKAM advent calendar'.
The comments also took a humorous turn, with one person joking: 'Call 911, this is a crime'. Another poked fun at the accessories by comparing them to the cheap trinkets children bring home from a school book fair.
Others were less interested in the individual products than the price. 'Could've bought that on Temu for $7. What a joke', one commenter wrote, while another said they would not pay more than $20 for the collection.
Shoppers Question Price Tag
The advent calendar criticism comes amid wider conversations about the value of celebrity-backed beauty and lifestyle products. With SKIMS becoming a major name in the industry, shoppers have increasingly high expectations for its launches, particularly when products come with premium price tags.
Some critics expressed disappointment that the calendar appeared to contain so many small accessories rather than a more varied selection of products. One comment read: 'I would be disputing this charge on my credit card. Skims should be ASHAMED'.
Another questioned the appeal of spending so much on items that could potentially be purchased separately for considerably less. Others directed their criticism towards luxury brands more generally, arguing that shoppers should be more selective about where they spend their money.
'Stop buying stupid stuff from billionaires', one critic wrote.
Other Brands' Advent Calendar Options
SKIMS is not the only fashion and beauty brand hoping to attract shoppers with festive countdown collections. Several established names have released their own advent calendars for 2026, with some offering considerably more products behind their doors.
MAC's 24 Days of MAC Icons Advent Calendar, for example, costs £195 in the UK and features 24 full-sized and miniature beauty products. Its selection includes some of the brand's best-selling make-up favourites.
Meanwhile, Charlotte Tilbury's Hollywood Beauty Wonderland Advent Calendar is listed at £170, with a selection of make-up and skincare products. Harrods also offers its own 12 Days of Hair & Body Advent Calendar for £99, giving shoppers another option at a lower price point.
