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Weird and wonderful 2020

2020 was a strange year. It was complicated and stressful, but also educating and connecting. So, we can conclude that it was both weird as well as wonderful. Covid-19 was causing havoc across the world and also affected everything we do at JOIK. We quickly realised the importance of e-commerce in our sales, figured out how much work can be done at home office, and learned to miss human contact and coffee room gossip. We can joyfully say that even though Covid passed us by very closely, all of our people stayed healthy and after the initial shock during spring quarantine, our overall sales was not affected by Covid, at least not in a bad way. Let us take a closer look at the strange year 2020.


JOIK 15 and cooperation with Tanel Veenre

Birthdays don’t care about global pandemics, so it just happened, that JOIK turned 15 years old. 15 years ago Eva-Maria Õunapuu poured the first soy wax candles and JOIK brand was born. In 15 years one woman’s dream has blossomed into internationally recognized brand with wide product range, loved both in birth country Estonia, as well as in many export countries. To celebrate our birthday we joined our creative powers with beloved jewellery and fashion designer Tanel Veenre and came out with fabulous limited edition collection of three beautiful gift boxes. One of them contained six best-selling JOIK Organic cosmetic products, the second one offered excitment as every 30th candle trio box was hiding a silver Tanel Veenre jewel and the third proved to be the most special gift of the year - in every „Beautiful life“ candle one could find a beautiful silver jewel from Tanel Veenre's mythical creatures collection. The initial plan was to sell the JOIK15 limited edition boxes all through our birthday year but they proved so popular they’re all almost finished by now. There are only some candle trios and cosmetic bestseller boxes left if anyone still wants to surprise their loved ones with this beautiful gift.


E-store above all

Biggest changes in JOIK in 2020 had to do with our e-store. Even befor Covid our plan was to completly upgrade our e-shop to make it more modern, user-friendly and logical. As usual, it took longer than planned but in October our renewed e-store was opened. Right before our main sales period. 2020 brought us many new customers, even those who have never purchased anything form any e-store. Covid increased traffic in e-commerce overall and JOIK was no exception. If people cannot go to store to test and try our products they find their way to our e-store. Thus our new option to pick your own testers to try at home was extremaly well received. Our e-store sales was breaking all previous records, we got loads new loyal customers and when we held our traditional December sales event, half of JOIK staff was packing e-store orders like little elves..


End of year and fascination with candles

At the end of 2020 we brought out our new holiday candle collection in beautiful matte glasses. It proved so popular, that the colourful glasses were finished before Christmas time. Don’t know whether it’s because people stayed home more or really just yearned for cosy candle light, but our candle sales were breaking all records and we were almost in a situation where all our glasses were about to finish. Luckily we had a very successful candle glass return campaign in December. This we definitely want to continue and even broaden in the future to ensure most efficient recycling. This year we sold almost 100 000 candles and around 10 000 of them were Oh, christmas tree“ scented candles.

Best selling cosmetic products

Even though at the end of the year we’re mostly working with Home&Spa products and especially candles, during the rest of the year we still make and sell more cosmetic products. We are now happy to present to you our best selling JOIK cosmetic products in 2020 and we are happy to offer them with 20% discount until January 20th.


JOIK 2020 TOP 20 cosmetics’ bestsellers:

1. JOIK Organic Moisturising day cream

2. JOIK Home & Spa Shimmering raspberry body lotion

3. JOIK Home & Spa Shimmering raspberry body scrub

4. JOIK Home & Spa Grapefruit & mandarin body lotion

5. JOIK Home & Spa rapefruit & mandarin body scrub

6. JOIK Organic Facial cleansing oil

7. JOIK Organic Moisturizing nal & cuticle oil

8. JOIK Organic Silky facial oil serum

9. JOIK Organic Skin perfecting BB lotion

10. JOIK Organic Illuminating & brightening AHA facial toner

11. JOIK Organic Intense moisture & repair balm for hands & feet

12. JOIK Organic Refreshing facial toner

13. JOIK Organic Regenereating night cream

14. JOIK Organic Quick absorbing hand lotion

15. JOIK Organic Lemon & geraanium natural mineral deodorant

16. JOIK Home & Spa Grapefruit & mandarin foaming hand wash

17. JOIK Organic Micellar cleansing water

18. JOIK Organic Pink grapefruit body lotion

19. JOIK Organic Hydrating & smoothing roll-on for eyes

20. JOIK Organic Matcha & green clay detoxing facial mask




Thank you, 2020! Welcome, 2021!

Altogether 2020 was hard & enlightening, it was also successful and adventurous birthday year. We saw a lot of support to us as a small local producer, felt a lot more connected to our partners and heard a lot of encouraging words. We give our biggest thanks to all our customers and resellers. Also thanks for all the likes, tags and shares on social media. Thanks to all of you, we didn’t merely survive 2020, but made it our must successful year to date.




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