It’s called MECCA MAX and everything in the 206-piece collection is under AU$45.
A trip to MECCA - Australia’s stylish, up-market answer to Sephora – will typically stretch the limits of your beauty bank.
Launched in Melbourne in 1997 by beauty entrepreneur Jo Horgan, MECCA stocks high end, hard to find beauty products like Le Labo fragrances, make-up from NARS and Hourglass, and Sunday Riley skincare.
Prior to Sephora’s arrival on our shores in 2015, MECCA unveiled a more affordable version of its coveted cosmetic stores. Called Mecca Maxima, the shop offers more accessible price points, but stays true to form for MECCA’s approach to seeking out quality and cult brands that are tricky to find elsewhere.
Now, Maxima will have its very own branded series of cosmetics – a collection called MECCA MAX that’s made up of a whopping 206 pop-bright products.
Starting at just $5, the MECCA MAX line includes eye and skin primers, a strobing stick, an artistry palette, and a double-ended mascara. There are also nail polishes, long-wear and powder foundations, false eyelashes, and bullet-shaped application sponges.
It seems MECCA is following a similar approach to other beauty industry disruptors offering quality, affordable products like Canadian new comer, The Ordinary.
“The launch of this new signature line is one of the most important milestones in our business and has been three years in the making,” Jo said in a statement. “MECCA MAX was born out of our community of in-store hosts and MECCA beauty junkies who delivered their ideas, inspiration, expertise and passion to create this collection.”
The line follows on from the success of MECCA’s namesake line Mecca Cosmetica, which features high quality brushes, stylish make-up pouches, packet face masks, candles, and hand creams.
MECCA MAX will launch exclusively into Mecca Maxima stores, MECCA in Myer stores, and online as of August 1, 2017.