Need a marketing calendar for your beauty brand packed with key moments throughout the year to cut through the competition? You are in the right place!

Making your beauty brand stand out is by no means an easy task. There is plenty of competition on social media platforms, so whether your consumer base is large or small, it’s always going to be tough to cut through. However, if you do, the rewards are worth it.

But remember, the best way to increase traffic is by posting about relevant topics, utilising trending hashtags and creating content designed to engage.

You can also use this beauty calendar for your PR and advertising campaigns – so it’s not just for socials!

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Why do beauty brands need to be on trend?

The beauty industry was estimated to be worth a staggering $565B in 2022 and is expected to reach $716B by 2025 and $784.6B by 2027 (source – Statistica & Common Thread Collective). That’s a big pie!

Part of capitalizing on this growth in market share is keeping your brand on-trend. Be that by tapping into novel consumer desires (think coffee scrubs and sake baths!) or staying aware of your audience’s ethical and consumer demands (being woke on topics like veganism)!

BEAUTY MARKETING CALENDAR – JANUARY 2025

Festival of Sleep Day (3 January)

When it comes to a beauty regime, sleep may be the closest thing to a fountain of youth. In the beauty industry, key players are taking a more holistic and mindful approach to sleep hygiene, focusing on the importance of our circadian rhythms and being in touch with our bodies’ needs. Give centre stage to things like aromatherapy, sleep-tracking devices, and SAD lamps.

National Winter Skin Relief Day (8 January)

The cold and dry atmosphere of winter can present challenges like cracked lips, flaking and skin dryness. So, moisture is the word of the hour! Recommended products include bath melts, body moisturisers, creams and serums.

Veganuary (Whole Month)

According to The Vegan Society, 97% of British shoppers want more vegan-verified cosmetics and toiletries. Veganuary promotes and educates consumers about veganism, encouraging the vegan lifestyle for all. If your company offers cruelty-free, environmentally friendly products, celebrate this holiday on your social media and draw attention to the efforts you have made so far.

MARKETING CALENDAR FOR BEAUTY – FEBRUARY 2025

Valentine’s Day (14 February)

Valentine’s Day is primarily a consumerist holiday – accept it! Raking in over $20 billion each year, it’s hard not to see why brands want to get in on the action. That being said, with purses shrinking, consumers will be looking out for smaller price tags – so make sure your products aren’t too extravagant. Also, don’t forget to check out Valentine’s Day alternatives (like Galentine’s Day, an unofficial holiday gaining plenty of online traction and falling on the 13^th).

Take a look at this Valentine’s campaign by Osmosis Beauty:

London Fashion Week (20-24 February)

LFW is a major talking point for the social media year. This week is all about style, so showcase your sleek products with la mode in mind. You could hijack this fashion-conscious event by featuring an influencer on your page, posting your favourite looks, hosting events or pop-ups.

MARKETING CALENDAR FOR BEAUTY – MARCH 2025

World Oral Health Day (20 March)

Teeth are central to our health and wellbeing, and, unless properly looked after, can wreak havoc on our bodies. World Oral Health Day reminds us to take care of our incisors and canines, using toothpaste, floss, brushes and whitening products.

National Fragrance Day US (21 March)

Scents lift your mood and can even transport you to a different place or time. Many forecasters agree that ‘feel-good’ perfumes will dominate the industry in 2023, as consumers seek to take a more holistic approach to beauty and skincare. Consider also the surge of the “clean girl” aesthetic, so look out for fresh, minimal notes that remind you of a spa!

Mother’s Day UK (30 March)

Mother’s Day is now the second biggest gift-giving holiday after Christmas (it seems as far as gift-giving goes, mums receive more honour than dads). Social marketing is an unparalleled way to target that Gen-Z/Millennial target market. Seriously, if you’re not planning for Mother’s Day, your head must be on planet Mars!

We love this campaign by IT Cosmetics:

In this short instructional video, Jacquie Jack shows us her ‘confidence boosting’ skincare routine.

IT Cosmetics uses a soothing tone, capturing the needs of the target audience. Mature women are often bombarded with a heap of perplexing marketing, so keeping the message simple is a sensible strategy.

Spot how subtle the connection to Mother’s Day is? Just a short sentence and a hashtag will suffice. This is not the only technique you can use – but it is a clever one. IT Cosmetics can now capture two consumer bases: the gift-buying millennials and the skin-conscious mature women. A win-win!

MARKETING CALENDAR FOR BEAUTY – APRIL 2025

April Fool’s Day (1 April)

Brands from BMW to Heinz have based marketing campaigns around April Fool’s Day, sparking conversation from all corners of the internet. It’s likely one of the best ways to inspire engagement. Why not fool your customers with a harmless joke. Remember: it’s important to be tactful with spoofs, so do your research first to avoid backlash.

Here, the beauty brand Joy shows us how the experts do it:

With a fresh take on April Fools, Joy uses the holiday to shine a light on a major ethical issue in the beauty market.

It is no secret that brands haven’t paid attention to darker skin types, reinforcing a stigma for black consumers. Using a graphic similar to a colour chart, Joy highlights racism in the beauty industry and greater society towards those with darker complexions.

The tagline, ‘There’s No Scale to Measure Foolery’ is a witty double entendre, while the description points to a more serious message. Overall, this is a job well done – congrats Joy!

Earth Day (22 April)

2023’s theme “Planet vs. Plastics” continues to raise awareness of our joint responsibility to look after the place we call home, placing an emphasis on plastic reduction and sustainable development. Earth Day are demanding a 60% reduction in the production of ALL plastics by 2040. If your products are plastic-free and sustainable, now is the time to talk about them and remind your customers of the importance of brands like yours. Why not inform people about what you’re doing to combat climate change, through videos, polls, text polls or images?

MARKETING CALENDAR FOR BEAUTY – MAY 2025

World Bee Day (20 May)

The purpose of this holiday is to acknowledge the role of bees as pollinators in the ecosystem. We all care about the state of the planet, so if you have eco-friendly policies, make sure you’re educating customers that brands like yours deserve recognition!

National Sunscreen Day US (27 May)

Increasing awareness of the harmful effects of sun rays, especially UV rays, is the way to go on National Sunscreen Day. There may be facts that consumers have overlooked (like the need for SPF for black skin tones). Be in support of safe skincare practices today!

Take a look at this highly informative post by the Hawaii Peeps Skin + Care brand:

Here, the Hawaii Peeps Skin + Care brand promotes the safe use of non-chemical sunscreens for women going through pregnancy.

The visual is both eye-catching and direct, serving to accurately represent the message to their target market.

The use of studies and facts, laid out with paragraph breaks and emojis to make the information consumable, is sure to spark conversation and debate from the conscious community of followers.

Menstrual Hygiene Day (28 May)

Pads, tampons, mooncups – menstrual hygiene is a human right. We must push for women’s health and wellbeing across the globe. A perfect opportunity to showcase your sanitary products and end the stigma against feminine hygiene.

MARKETING CALENDAR FOR BEAUTY – JUNE 2025

International Bath Day (14 June)

We all love to unwind by being soaked with suds, deep in our favourite books and enjoying a small (or large) glass of white wine! Now is the perfect time to show off your natural bath bombs and lavender candles.

National Selfie Day US (15 June)

Since the advent of art, self-portraits have continually been a source of interest and delight. From Kim K to Zayn Malik, there’s not one of us who can resist a cheeky selfie. Why not show your followers some love by featuring their selfies in Insta stories?

Father’s Day (15 June)

Many brands post weeks ahead of Father’s Day, hoping to cash in on some of the huge consumer spending around this time of year. And trends are changing – male grooming and genderless beauty are gaining traction in Western societies, with GenZ largely credited for the shifts in culture. With so many new and exciting male beauty products hitting the market, you have no excuse to buy your dad another pair of socks this year!

Plastic Free Beauty Day (17 June)

This event was first launched back in 2019 by Yolanda Cooper in hopes of challenging industry standards that contribute to plastic pollution across the globe. The campaign calls on consumers to avoid purchasing plastic for this day, challenging them to get creative and repurpose the beauty packaging that they already own (Paradoxx). If you operate in this sector, this is the perfect day to leverage to show that you understand the responsibility you hold as a business in the beauty sphere.

Suki Hairdressing shows us how it’s done:

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This GENIUS campaign gained hundreds of #SukiSelfie posts on Instagram and Facebook in 2019.

With a key incentive of a haircut courtesy of Suki Hairdressing, these lot really know what lengths consumers will go to for a freebie – and it’s great marketing for their brand at the same time!

MARKETING CALENDAR FOR BEAUTY – JULY 2025

Avocado Day US (31 July)

Jumping on the avocado hysteria which has infiltrated the western world, Avocado Day celebrates this creamy, delicious fruit for all its benefits. Avocados have a heap of vitamins and minerals which are good for your skin, so let your customers know if your products use them!  

Lipstick Day US (29 July)

In the makeup world, ‘dupe culture’ has become more and more common, with consumers prioritising frugality. This Lipstick Day, why not share your favourite trends or dupes.

National Clean Beauty Day US (15 July)

Started by Juice Beauty, National Clean Beauty Day promotes the ethically made, mindfully created, sustainable and health-conscious products of small and big businesses alike. Sustainability will be a huge theme in 2023 as “ethical concepts have shifted from a nice-to-have to a must-have in a few short years, representing growing demand in the market” (Mintel, 2022). So, this holiday is certainly one for the calendar!

MARKETING CALENDAR FOR BEAUTY – AUGUST 2025

National CBD Day (8 August)

CBD is a natural hemp-based compound that has many health and beauty benefits. Hemp has a long and innovative history, being part of human civilisation for thousands of years. Now, it’s a hugely trending subject, with its environmental benefits and its uses for the body making it a catch-all for consumers. Why not use this National CBD Day as an excuse to do an Instagram poll for health-conscious customers?

National Relaxation Day UK (15 August)

Stress is one of the main contributors to poor health and so, declared by nine-year-old Sean Moeller in 1985, we must take a day for nationwide relaxation! Wellness trends have been dominating the market, including advances in self-care, self-acceptance and CBD products.

National Men’s Grooming Day (15 August)

Men are often overlooked in the beauty sector, but we must acknowledge their pampering needs too! We love a clean shave and a quaffed hairstyle – so make your customers aware of your transformative produce. Check out our article Important Dates in the Male Grooming Calendar, to catch up on the growing market.

MARKETING CALENDAR FOR BEAUTY – SEPTEMBER 2025

World Beard Day (6 September)

Beard grooming products are diversifying rapidly, from beard oils to moustache mists, facial hair is certainly having its moment in 2023! Hipster beards, long dwindling beards, short stubbly beards, perfectly curled moustaches – we are 100% on board with this celebration of fluffy face hair.  

World Afro Day (15 September)

We’ve been waiting for beauty to catch up with the needs of POC, so it’s a relief that care for natural black hairstyles is finally picking up in the cosmetics industry. Do you have black-friendly haircare products? This could be a chance to partner up with black influencers – or even feature the fab hairstyles of your customers!

MARKETING CALENDAR FOR BEAUTY – OCTOBER 2025

National Hair Day (1 October)

This list is beginning to get a bit hairy! Did you know, the key factor driving the hair-care market right now is ‘hair-related issues’ – with 60% of men aged 18-60 experiencing balding. Tap into the market by welcoming your audience to your fabulous hair care products!

Mushroom Day (15 October)

Mushrooms are gaining traction, from beauty and fashion to sustainable packaging and meat substitutes. So give this little fun-guy some love by talking about him on your social media – especially if you use mushrooms in your products. Check out our article on National Mushroom Day for more information on how to market your products this season.

Halloween (31 October)

A terrifying time celebrated all over the world. Scrolling through Instagram weeks before the main event, you’ll see the creative makeup looks made by content creators – the optical illusions will seriously blow your mind. Get in on the fun and spook your followers using your products in mad and whimsical creations!

Take a look at this spooky campaign by Erno Laszlo:

Sometimes all it takes is a few festively coloured sweets to give off the essence of a holiday season. A pun in the description really doesn’t hurt anyone – and is a great way to tie in their products with the holiday season.

MARKETING CALENDAR FOR BEAUTY – NOVEMBER 2025

Self-Care Week (17-23 November – TBC)

Self-care has been a buzzword in the beauty community recently. Of course, self-care as a phenomenon is not new, but millennials have made it their own. And it hasn’t taken long for brands big and small to capitalise on it. Need inspo? See our Tips On How Brands Can Tap Into International Self-Care Day.

Singles Day (11 November)

A necessary antidote to Valentine’s Day, Singles Day is a huge holiday in China. Taken on by Alibaba in 2009, it rapidly became the biggest shopping holiday in the world. Now, gaining attention in the West, this event is more popular than ever.

Check out this campaign by The Cou Cou Club:

Black Friday (28 November)

I’m sure we don’t need to highlight the importance of Black Friday for marketing purposes. And the beauty industry has really got a hold on this holiday, with offers and promotions popping up from nearly every brand.

Are your profit-margins slim? Well, you really don’t need to break the bank to get into the Black Friday spirit. Maybe offer a small giveaway by getting customers to repost – ultimately, this strategy will promote your brand without much effort on your end.

MARKETING CALENDAR FOR BEAUTY – DECEMBER 2025

Pantone Announces its Colour of the Year (Early December)

The Colour of the Year takes the beauty and fashion worlds by storm each year! Influencers film makeup tutorials sporting the colour and beauty brands market their packaging around it. Why not try using the colour in your marketing campaign and you’ll be bang on trend!

First Day of Winter (21 December)

A change in season can certainly affect consumers’ moods, desires and needs. Make sure you’re taking advantage of all the changes that winter brings through marketing products like moisturisers, lip balms, bath soaks and candles. You could even feature some winter-themed makeup looks, take a look at Bazaar’s Winter Makeup Trends for some more inspo!

New Year’s Eve (31 December)

This is one for sparkly makeup and cute outfits! The key here is to capture the excitement of New Year’s in your marketing. You could encourage users to get involved, through competitions and prizes, or offer deals like gift cards for the following year.

Takeaway

With our beauty marketing calendar, you should now be up-to-date with the trends and topics that your business needs to prosper over the next year. Now, get planning, because these opportunities are not to be missed!

Written by Zoe Papadopoulos, Updated by Becky Tudor