Space NK sets new benchmark for inclusive brand trips

pace NK is winning plaudits across the creator community after a recent press trip went viral for prioritising inclusion, with a private villa provided for Muslim women attending.

An influencer’s post highlighting the detail — which allowed Muslim guests to sunbathe and relax in comfort — has quickly racked up more than 530K views and 100K likes within 15 hours. Comments were filled with praise for the retailer, positioning Space NK as “setting the bar” for how beauty brands approach inclusivity on creator trips.

Press trips have long been a cornerstone of beauty marketing, but they’ve also faced criticism for a lack of diversity and cultural sensitivity. By adapting its Mykonos Summer Society experience — from halal food to modest swimwear — Space NK has tapped into a wider industry conversation about meaningful representation versus tokenism.

For influencers, the takeaway is clear: these trips are no longer just about content output, but about cultural alignment. Creators are increasingly vocal when brands fall short — and equally quick to celebrate when they get it right.

Bottom line: Space NK’s viral moment shows that inclusion isn’t an optional extra. In 2025, it’s a competitive advantage, and one that other brands will now be under pressure to match.