Beauty brands capitalize on holiday sales with festive packaging during the end-of-the-year shopping season, but beauty shoppers always crave newness all year. Valentine’s Day has the potential to spike beauty sales, yet too few brands take advantage of this opportunity, in our opinion.

Shoppers are looking for Valentine’s Day beauty gifts—whether for a romantic partner, friend, or family member. They’re also shopping for themselves, to prepare for February 14th with a new lip gloss or fragrance in preparation for a date-night. There’s also no better time to offer beauty fans an indulgent self-care gift set for a night in. What more could beauty marketers ask for?

We found several beauty brands leaning into V-Day with pink or red packaging, heart-themed photos, cute product names, sweet-scented products, and unexpected collaborations.

There are bath bombs from Lush and Muse, scrubber sets from Spongelle, cute V-Day-themed campaign photos, an unexpected collab between Dr. Squatch and Trojan—and more. Lush even has an advent calendar design, repurposed for a Valentine’s Day countdown gift set. 

Click through the slideshow above to see some of the best Valentine’s Day-inspired products, packaging, and promotions we spotted this year.