Inside Mecca’s Beauty Playbook
Department Stores
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Sep 2025
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Melbourne
What: Mecca has grown from a single Melbourne store in 1997 into Australasia’s leading prestige beauty retailer, operating over 100 stores and a 4,000 sqm flagship in Melbourne that combines retail, services, and education.
Why it is important: By blending exclusive brands, private labels, a powerful loyalty programme, and an experiential flagship model, Mecca shows how a regional player can rival global giants like Sephora and set new standards in beauty retail.
IADS Notes: Mecca’s trajectory confirms that beauty retail leadership now hinges on curation, education, and community-building as much as on footprint and sales, making its model a key reference for department stores rethinking their own beauty strategies.