2020 has been a year like no other, so it’s no surprise that every area of our lives – including our beauty routines – has felt the impact. And looking at the new list of Space NK bestsellers, which the brand has just announced for 2020, it’s clear to see how our spending pivoted as we adjusted to several evolving versions of the so-called ‘new normal’.
With salons closed for the majority of the year, haircare was a top priority for most customers, with three Olaplex products making the top 10 this time around. But this was closely followed by a demand for performance-driven skincare, with big names like Drunk Elephant and Sunday Riley proving more popular than ever as we attempted to mimic the results of spa facials at home (as well as combat the dreaded maskne).
Interestingly only one make-up product made this year’s line-up, and of course it was for the eyes, as Hourglass’s Unlocked Instant Extensions quickly became the store’s biggest mascara launch ever. And the presence of self-care was also heavily evident, with indulgent treats including Sol de Janeiro’s cult Bum Bum Cream and Diptyque’s Baies Candle setting the scene for some much-needed pampering.
Here’s the full breakdown of Space NK bestsellers for 2020, which, incidentally, also offers great inspiration for Christmas gifts if you’re still stuck for ideas. There is a small caveat in that the actual overall bestseller for the company this year was its coveted advent calendar, but sadly, that one has long since sold out!
Space NK bestsellers 2020: The top 10 products of the year
This is the most popular moisturiser Space NK sells, and sales are up 22 per cent on last year. Customers love its velvety texture and how fast it works to repair and brighten the skin.
This year’s bestselling serum is a year on year top seller for Space NK, and has climbed up the ranks to 2nd place this year. It’s a powerful vitamin C serum that visibly reduces the appearance of dark spots and wrinkles.
Olaplex became Space NK’s top haircare brand after its launch in June 2019 and with salons closed for the majority of 2020 (and our DIY trims leaving a lot to be desired), it’s retained its reputation as a bestseller. In fact, almost a quarter of all haircare sales at Space NK are from the Olaplex range.
A true sign of the times if ever we saw one – sales of this particular Aesop handwash are up 40 per cent on last year, with the whole hand washing category up 70 per cent. Space NK noted customers wanting to treat themselves to more luxurious, less clinical handwashing products.
Another Olaplex hit, this is Space NK’s overall bestselling shampoo, and is responsible for an impressive 21 per cent of all the brand’s shampoo sales in 2020. It’s especially great for coloured or heavily bleached hair.
Well if you’re going to buy the shampoo, you probably need the conditioner too – Olaplex No. 5 was responsible for 27 per cent of all Space NK conditioner sales, which the store says is ‘proof that customers will buy into a full regime if they can see the results’.
With more time spent in our homes than ever, home fragrance saw a 24 per cent increase, which was predominantly driven by candles. This Diptyque candle is a classic with a calming scent that works for any season.
Bum Bum cream saw a staggering 96 per cent increase on last year, possibly thanks to its gorgeously sweet coconutty fragrance, which smells just like the tropical holidays we sadly weren’t able to take.
The only make-up product to make this year’s Space NK bestsellers list, Hourglass’s Instant Extensions mascara now holds the crown as the store’s fastest-selling mascara ever, at launch shifting at a rate of 1.6 units per minute.
Likely a sign of the lack of availability when it came to spa trips and facials, this year saw a 70 per cent uplift on peel products, such as retinols and resurfacing pads, at Space NK, with Sunday Riley’s Good Genes taking the top spot in this category.