With Black Friday just around the corner and wishlists already taking shape, new sales data from Cult Beauty reveals exactly what’s topping everyone’s basket, and it turns out shoppers are saving their splurge for the luxury fragrance they won’t pay full price for.
During last year’s Cyber event, sales of Creed Aventus 50ml soared by 15,700% compared with an average week. That’s around 158 bottles sold for every one sold in a normal week.
The cult men’s fragrance led a wider rush on scent, with fragrance the fastest growing category of the entire Cyber period. Sales jumped by 1,383% on a typical week, almost 15 times the usual volume, as shoppers used the discounts to trade up to designer and niche bottles, many of them destined to be wrapped and placed under the tree.
Makeup fills the baskets, Charlotte Tilbury tops the charts
While fragrance saw the biggest spike, makeup was what shoppers bought in the greatest volume. Cosmetics was Cult Beauty’s bestselling category across Cyber, with nearly 475,000 units sold.
The single bestselling product of the event was the Charlotte Tilbury Airbrush Flawless Setting Spray 100ml, with more than 11,000 units sold.
Charlotte Tilbury also claimed the fastest sell-outs of the sale. The limited edition Pretty Glowing palette, one of the brand’s Christmas sets, sold out after just one day, while the Charlotte Tilbury Bronzer in Medium, a core line, was gone within two days.
The surprise repeat purchase is… toothpaste
The data from Cult Beauty also reveals which products Cyber shoppers loved enough to buy again. Among customers who shopped Cyber 2025, the most repurchased product so far this year isn’t a serum or a lipstick, it’s Marvis Whitening Mint Toothpaste, reordered 2,033 times. The Italian brand, known for its retro packaging and unusual flavours, has become a cult bathroom shelf staple.
The most repurchased Cyber products of 2026 so far
Rank | Product |
1 | Marvis Whitening Mint Toothpaste (85ml) |
2 | Charlotte Tilbury Airbrush Flawless Setting Spray 100ml |
3 | Paula’s Choice Skin Perfecting 2% BHA Liquid Exfoliant (118ml) |
4 | Huda Beauty Easy Bake Loose Powder, Pound Cake |
5 | Danessa Myricks Beauty Yummy Skin Blurring Balm Powder, Universal |
The most popular time to shop over Black Friday weekend
Orders peaked across four key days: the Thursday before Black Friday, Black Friday itself, the Tuesday when Cult Beauty’s main Cyber offer launched, and Cyber Monday. The busiest hours were in the evening and immediately after Cult Beauty’s morning email landed in inboxes.
How to shop Cyber like a pro
With this year’s event fast approaching, Cult Beauty’s in-house beauty expert Trifonia Spiers shares her tips for making the most of it.
Start early
The Thursday before Black Friday is one of our busiest days of the whole event, so the best stock can be gone before the weekend even starts, If there’s something you’ve had your eye on, don’t wait until Friday.
Check your inbox first thing
Orders spike straight after Cult Beauty’s morning email lands, so be ready when it arrives.
Don’t leave Christmas sets sitting in your basket.
Limited edition gift sets are the first to go, last year’s bestselling Charlotte Tilbury palette sold out in a day, so if it’s on your list, check out rather than coming back to it later.
Go big on fragrance
It’s where shoppers find the biggest Cyber savings on the products they’d rarely buy at full price, and it makes for an easy, crowd-pleasing Christmas present.
Stock up on your staples
Our repurchase data shows people aren’t just buying treats, they’re buying the things they use every single day. If you know you’ll buy it again anyway, whether that’s a setting spray, an exfoliant or even your toothpaste, Cyber is the time to buy two.
Beauty expert Trifionia Spiers at Cult Beauty said, “Black Friday has become the moment our customers buy the things they’ve been wanting all year. Fragrance is the clearest example as shoppers have had a bottle like Creed Aventus on their wishlist for months, and Cyber is when they finally treat themselves or tick off a big Christmas present. At the same time, we see people using it to stock up on the hardworking products they genuinely can’t be without, whether that’s a setting spray or, it turns out, their favourite toothpaste.”
