What: Live streaming is a life saver for Space NK.

Why it is important: Harrods has equipped a full room allowing customers to test products advertised on a screen by an influencer streaming live from the other side of the planet

The CEO of Space NK, Andy Lightfoot, reports an unexpected increase in makeup sales, contradicting the assumption that the work-from-home era would lead to a decline in cosmetic use. Despite fewer in-person office interactions, the rise of video calls on platforms like Zoom has made people more conscious about their appearance, driving them to wear makeup more frequently. This trend, combined with the influence of TikTok beauty trends and the return of social events, has led to a 39% increase in makeup sales in the six months leading up to September. This surge contrasts with the pandemic period when makeup sales struggled. Space NK, known for carrying exclusive brands, anticipates continued growth with a projected 37% increase in turnover to £185 million by the end of March. The company plans to expand rapidly, opening 8-10 new stores annually over the next few years, focusing on untapped areas in London, the Midlands, and northern cities.

Space NK sales boom, make-up boosted by Zoom use, more stores coming