The Top 8 Beauty Brand Black Friday Tactics That Drive Sales

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 e-commerce 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 Black Friday beauty sale stands out in the wake of offerings? How can you build a robust Black Friday beauty brand strategy that doesn’t involve just slashing prices?

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

8 Black Friday beauty tactics to slay your sales this year

You’ve obviously had your phone blow up with notifications from every beauty brand on Black Friday, and standing out in that crowd isn’t easy. These 8 beauty tactics will help your brand grab attention, drive sales, and create an experience your customers remember.

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 local customers before the general public. 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 Black Friday beauty deals and rewards.

Black Friday beauty tip: 

• Take it a step further and launch your deals a few days before Black Friday. We’ve been seeing tons of beauty brands do this this year, and you’ve heard this before: “the early bird gets the worm.”

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 average order value (AOV) 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. Use discounts, but make them 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: 

• Add “Almost Gone” tags to your site and emails. This approach to scarcity seems even more genuine than sharing what is and isn’t available or in stock. 

Brand example: Fenty Beauty

Fenty Beauty’s Holiday Collection consistently sells out because of limited-edition packaging and timed releases.

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 when using them. It’s a win-win beauty brand 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 customer items that will immediately go in the trash, as this can negatively impact a customer's perception of your brand.  

Brand example: Sephora

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

5. Create an exclusive Black Friday product

Launch your Black Friday marketing with an exclusive  BFCM-only product(s) that generate buzz and exclusivity.

Tactic idea: 

• If you can’t make a net-new beauty product for your Black Friday sale, 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 add scarcity (e.g., Midnight Bloom Scent - available 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 beauty deals. 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 on BFCM items
  • Abandoners: Add a 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 your Black Friday beauty sale 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 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 hauls” 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-influences 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 by automating invites for customers to share UGC or leave reviews for an incentive like 15% off their next order.

Brand example: Tarte

Tarte is a great example of a beauty company that sends a post-purchase email incentivizing customers to review their recent purchase in exchange for a gift card to spend on future purchases.

Your beauty brand’s Black Friday game plan

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. For beauty brands, Black Friday isn’t just a sale; it’s the moment to turn tactics like bundles, early access, GWP, and post-purchase loyalty into long-term customer relationships.

If you want stronger Black Friday results, smarter campaigns, and revenue that lasts past the holidays, don’t wait. Start tightening your strategy now, and, if you’re looking for products that are easy to launch, customize, and restock fast, Blanka makes it simple

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