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If you’ve been on TikTok this month, chances are you’ve seen at least one viral video of an advent calendar unboxing.
What was created as a religious tradition to count down the days before Christmas has also become a prime marketing opportunity and a chance for consumers to test products from brands at half the cost. From Dior‘s and The Bay‘s exclusive beauty calendars to Target‘s and Walmart‘s budget-friendlier options, a variety of beauty product-filled advent calendars are fueling the craze. But luxury and fashion brands have gotten in on the trend, too.
Below, a roundup of some of the most covetable advent calendars of the season.
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