Top 8 Black Friday Tactics That Drive Sales For Beauty Brands

Black Friday. The yearly event that’s been termed as the Super Bowl of marketing… and for good reason.

Since reclaiming the term in the 1980s, every year between American Thanksgiving weekend and Cyber Monday, shoppers take to stores for some of the best deals on the market. But what was once an event for primarily brick-and-mortar stores has shifted to be an ecommerce phenomenon.

Just last year, Shopify alone recorded a record-breaking $11.5 billion in sales over the Black Friday and Cyber Monday weekend. Over 76 million customers globally purchased from ecommerce brands on Shopify. Let me repeat, 76 million.

But with inboxes overflowing with discounts and limited-time deals, how do you make sure your beauty brand stands out in the wake of offerings? How can you build a robust Black Friday strategy that doesn’t involve just slashing prices?

Well, let us help you. Below, we’re diving into 8 Black Friday beauty tactics proven to drive massive sales while keeping your brand feeling elevated, on-trend, and aligned with your long-term goals.

1. Start your campaign early

Don’t wait until Black Friday to start selling. Your Black Friday strategy should start building anticipation weeks in advance.

Tactic idea: 

• Create “Black Friday Waitlists” or “VIP Early Access” email lists that reward and notify loyal customers before the general public.

Black Friday beauty tip: 

• Your biggest fans don’t want to compete for inventory, so don’t make them. Let them feel special with early access and first-pick beauty rewards.

Brand example: Kosas

Kosas has a subscriber sign-up to offer exclusives or first dibs to customers who join. This gives them easy access to a dedicated audience to offer Black Friday promotions before they officially go live. 

2. Focus on bundles, not just discounts

Instead of just cutting prices like we see many other beauty businesses do in their Black Friday campaigns, add perceived value through curated bundles.

Tactic idea: 

• Combine bestsellers with new or underexposed products to increase AOV (average order value) and cross-sell simultaneously.

Black Friday beauty tip: 

• Use Blanka’s private label capabilities to create seasonal exclusives to add to bundles that feel custom but don’t require massive inventory commitments.

Brand example: Merit

Merit often sells sets such as “The Five Minute Morning” or “The Great Skin Trio.” Although sold year-round, they’re a great example of how you can effectively bundle products in your Black Friday strategy. 

3. Still use discounts. But make it limited

Scarcity is a powerful marketing tactic when done right. You’ve likely heard of the power of scarcity marketing, and it can definitely be used throughout Black Friday campaigns. But be cautious not to make it seem too sales-y since it can actually work against your brand.

Tactic idea: 

• Try promoting limited-edition products on Black Friday with messaging like, “only 200 units” to drive urgency.

Black Friday beauty tip: 

• Highlight “Almost Gone” stock indicators on your site and in emails. This approach to scarcity seems more genuine by sharing what is and isn’t available or in stock. 

Brand example: Fenty Beauty

Fenty Beauty’s Holiday Vault drops consistently sell out because of limited-edition packaging and timed releases. The beauty brand recently released their 2025 Vault drop. 

4. Use gift-with-purchase strategically

You don’t have to discount to delight. Gift-with-purchase (GWP) offers are psychologically rewarding for customers, and brands typically see a higher AOV and retention rate. It’s a win-win Black Friday marketing strategy.

Tactic idea: 

• Base the gift on spending ranges. For example, “Spend $75 and get a free travel-size serum” or “Spend $100 and receive our exclusive Holiday Glow Pouch.”

Black Friday beauty tip: 

• Ensure that the gift not only aligns with your brand but is thoughtful and valuable. Don’t offer customers items that will immediately go in the trash. 

Brand example: Sephora

Sephora is well-versed in GWP strategies. The beauty retailer has offers running year-round to encourage customers to spend $XX to receive X gift. This is amplified even further during the Black Friday/Cyber Monday season.  

5. Create an exclusive Black Friday product

Launch your Black Friday marketing with an exclusive Black Friday or Cyber Monday-only product that generates buzz and exclusivity.  

Tactic idea: 

• If you can’t make a net-new product for Black Friday, look at repackaging existing products in theme with the holidays. If you go this route, ensure it’s known to customers that this isn’t a new product. 

Black Friday beauty tip: 

• Give your exclusive product a campaign-worthy name and story (e.g., Midnight Bloom Scent – available only for 72 hours).

Brand example: Herbivore Botanicals 

Herbivore Botanicals often releases limited-edition holiday scents or packaging that feels collectible rather than purely promotional.

6. Optimize your email and SMS strategy

Every customer is getting bombarded with Black Friday campaigns. Add personalization to your email marketing and SMS strategy to cut through the chaos. 

Tactic idea: 

• Segment your list into VIPs, cart abandoners, and first-time shoppers. Then, tailor your brand messages for each group, for example: 
  • VIPs: Early access or double rewards
  • Abandoners: Add a free gift or discount if they check out that day 
  • First-timers: Welcome to your community, and offer free shipping or a discount on the first order 

Black Friday beauty tip: 

• Send your first teaser email a week before Black Friday and schedule your final reminder an hour before midnight. Those “last call” emails tend to perform very well for beauty brands. 

Brand example: Grown Alchemist 

Grown Alchemist, a growing skincare brand, is just one of the many beauty brands that offer discounts for first-time shoppers. For Black Friday campaigns, ensure all promotions and pop-ups are drafted and ready to launch. 

7. Double down on UGC & influencer content

Social proof sells. Beauty customers trust other people (real people) more than ad copy. Think reviews, UGC content, influencer partnerships, testimonials, etc.

Tactic idea: 

• Leading into Black Friday, encourage influencers and loyal customers to post “holiday haul” or “Black Friday favorites” content.

Black Friday beauty tip: 

• Repost UGC in your own feed or highlight it in email marketing to amplify its reach and spread trust.

Brand example: Saie Beauty

Saie Beauty uses micro-influencers and UGC campaigns to flood social media with unboxings, product reviews, and tutorials, which organically boost conversions.

8. Don’t forget the post-purchase experience

Black Friday marketing strategies shouldn’t end at checkout. The post-purchase experience is your chance to turn one-time shoppers into loyal customers.

Tactic idea: 

• Include personalized insert cards, extra mini samples, or “thank you” messages to surprise and delight buyers.

Black Friday beauty tip: 

• Create a post-purchase email marketing strategy by automating invites for customers to share UGC or leave reviews for an incentive like 15% off their next purchase.

Brand example: Etsy

Although not a beauty brand, Etsy is a great example of a platform that offers discounts post-purchase. Each retailer has the option to send discounts to customers as a thank you after they’ve purchased their items. 

Black Friday marketing strategies for beauty brands

Black Friday campaign success isn’t about shouting the loudest or slashing prices the deepest; it’s about showing up with strategy, intention, and brand alignment. When you combine tactics like bundles, early access, gift-with-purchase, and post-purchase loyalty moments, you turn holiday shoppers into long-term, loyal customers.

If you're ready to elevate your Black Friday beauty strategy, build smarter campaigns, and transform seasonal traffic into sustainable revenue, now is the time to start planning.

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