Macy’s, Walmart and More Share Top Beauty Products During Holidays

The Dyson Air Wrap’s still got it, apparently.

Five years after the multipurpose hair tool’s emergence as one of TikTok’s earliest viral beauty products, several retailers reported the Air Wrap as one of their top sellers during this year’s Cyber Five holiday shopping stretch. Here, execs share the key top performers at Macy’s, Walmart, Bloomingdale’s and Bluemercury.

1. Macy’s

Lancôme’s La Vie Est Belle and Estée Lauder’s Beautiful Magnolia were among the top fragrance franchises at Macy’s during the Cyber Five, according to Nicolette Bosco, the retailer’s vice president and division merchandise manager, beauty. Lip sets from those same brands, plus MAC Cosmetics and Clinique, also saw success. On the luxury side, Chanel, Dior Beauty, Armani Beauty and La Mer were standouts.

Customers “found compelling value in our $10 items and 30 percent off categories,” said Bosco, adding that advent calendars, including Macy’s 25 Days of Beauty Advent Calendar, also had a moment.

In terms of what products Bosco expects will resonate heading into 2026: foundations, including those being reformulated with boosted skin care benefits, as well as new lip and cheek launches from brands like Dior and Tarte Cosmetics.

2. Walmart

Mass market giant Walmart reports seeing a mix of convenience and affordable luxury driving sales for the holiday season.

“Our value proposition is rooted in the balance of price, quality and style — an equation that guided our assortment strategy and consistently resonated with customers,” said Vinima Shekhar, vice president of beauty. That ranged from Black Friday and Cyber Monday hits like its top item, the Dyson AirWrap, as well as “luxury fragrances from top brands such as Versace, Dolce & Gabbana and Burberry,” she continued.

As the days fly by ahead of the holidays, “we expect customers to be focused on convenience, speed and impactful gifts,” Shekhar said, calling out gift sets and premium sets, as well as historical winning categories like fragrance. Similarly, she noted that Walmart is offering express delivery for orders placed up to 5 p.m. local time on Christmas Eve, “perfect for last-minute gifts, ingredients and holiday essentials.”

3. Bloomingdale’s

At Bloomingdale’s, customers gravitated toward newness in fragrance, with multiscent discovery sets and multibrand edits performing exceptionally well. “What’s most exciting is the breadth of what resonated,” said Marissa Galante, fashion director of accessories and beauty. “Our top performers ranged from luxury men’s and women’s sets to Bloomingdale’s exclusive sets designed for a younger client.”

Meanwhile in skin care, the retailer saw momentum in the luxury category thanks to La Mer and limited-edition holiday sets from Chanel and Dior.  

In 2026, Bloomingdale’s anticipates momentum in multitasking beauty products, particularly “products that marry skin care benefits with color such as bronzers, dewy serums, and glow-forward SPF,” Galante said, crediting the Victoria Beckham Beauty x Augustinus Bader foundation drops as a key example. Science-backed hair care, at-home treatments and spa-grade tools will likely see meaningful growth as well, she said. 

4. Bluemercury

Bluemercury’s top five subcategories during the Cyber Five were: facial serums, concealer, vessel candles, facial devices and tinted moisturizer, said Joanna Kennedy, director of color merchandising. Self-gifting was a key theme (“notably, at high-price-point items,” said the executive), with red light masks from higher Dose and Therabody, plus the Dyson Air Wrap being the most popular items within the luxe tools category.

Holiday scented candles from Diptyque, Nest and Glasshouse were another top theme. Headed into 2026, Kennedy said she expects “continued strength primarily in skin care, color cosmetics and personal fragrance,” with antiaging complexion products; pink and purple hues being drivers in makeup. In skin care, “we’re seeing a lot of buzz about exosomes, NAD+ and facial mists,” she said.