The cheat sheet:
- Shoppers are already searching for viral beauty tools and K-beauty sets ahead of Black Friday.
- Retailers like Amazon and Sephora are seeing early demand spikes.
- WHO editors reveal the products tipped to sell out first.
Every Black Friday, there’s a product everyone’s talking about, and this year, it’s happening early. From celebrity-loved beauty buys to TikTok-viral gadgets, the most-wanted products of Black Friday 2025 are showing early signs of sell-out.
WHO’s editors have rounded up what’s trending, where to find it, and the Black Friday products predicted to sell out first so you can shop them before they’re gone.
Our editors handpick everything we recommend. We may receive revenue for sharing this content or when you shop through our links. Read more here
What’s already trending (and selling fast)
It’s not even November, and TikTok’s “add to cart” energy is in full swing. The biggest buzz? Dyson Airwraps, Shark FlexStyle dryers, and lip stains are all dominating trending searches and early sale wishlists.
Over at Amazon, early Black Friday deals on Apple AirPods, Kindles, and LED face masks are already climbing the charts, while Sephora’s pre-sale beauty bundles are selling out within hours of restocks.
New research commissioned by Amazon Australia also shows that everyday essentials are being targeted too, with 1 in 3 Australians saying they’ll only buy basics like toilet paper and cleaning products if discounted.
Fashion fans are watching The Iconic and Myer closely too, with sleek activewear from All Fenix and minimalist COS sets gaining traction after popping up on influencer feeds.
Sadaf Razi, senior beauty editor at Adore Beauty, also says fragrance is going to be big this season. “We expect shoppers to explore our increasingly diverse and wide-ranging curation of fragrances – from niche to prestige,” she says.
Lea Cranfield, chief brands and buying officer at Mecca, agrees. “This is the year of fragrance. We’re seeing huge demand for scent as it becomes a staple of self-expression, so this year there’s something for everyone.”
Advent calendars and other special gift sets, as well as big-ticket items such as tech-integrated tools, premium skincare and more, are also tipped to dominate the holiday shopping period.
Celeb-loved buys to watch
If Hailey Bieber wears it, it sells out, and this Black Friday, her go-to glow essentials are already topping wishlists. Think skincare and lip liners — the same ones seen in GRWM videos across your feed.
Meanwhile, Taylor Swift has singlehandedly reignited the red lip era, while Sofia Richie Grainge’s quiet-luxury aesthetic has sent sales of minimalist gold jewellery soaring.
WHO spotted these exact products trending in celebrity get-ready-with-me videos and red carpet interviews. And trust us, they won’t last till Friday.
Viral beauty & lifestyle deals everyone wants
From beauty tech to cult home buys, these are the most popular Black Friday deals everyone in Australia is chasing:
- Dyson Airwrap or Shark FlexStyle – celebrity hairstylist favourites, known to sell out within hours.
- Walking pads – TikTok’s ultimate fitness essential (yes, again). See our edit of the best ones here.
- LED Face Masks – the at-home facial upgrade that’s gone viral for glow. We get into it more here.
- Perfume sets – perfect for encouraging scent experimentation.
- K-Beauty – hydrating and anti-ageing skincare that has everyone obsessed.
We’ve all had FOMO, but this list helps you beat it.
Where to shop them before the rush
Ready to shop like it’s already Black Friday? Here’s where WHO editors are finding the best early deals:
- Amazon Australia – early markdowns on tech, beauty, and viral gadgets.
- Sephora – exclusive bundles and limited-edition restocks.
- The Iconic – trending fashion and activewear drops.
- Adore Beauty – celebrity skincare and makeup must-haves.
- Myer – home, fragrance, and fashion deals in one place.
Shop it before it’s gone because the biggest discounts (and fastest sellouts) are happening now.
Editor’s tip
If we’ve learned anything from last year, it’s this: when TikTok and celebrities start hyping a product, it’s gone by Friday. Don’t wait for the official Black Friday countdown; add to cart now before the internet’s most-wanted products vanish.
Read next: Does MECCA have a Black Friday Sale? Here’s what we know
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