Walking into Mecca’s new Bondi Junction concept store, you can’t help but pause for a moment in wide-eyed wonder to take in all the shiny things in front of you.
Mecca has two types of stores, Cosmetica and Maxima, which stock different brands. Cosmetica is more luxe, with high-end skincare and fragrances. Maxima has a younger feel and focuses on make-up trends and accessibly priced products.
The company’s new store, simply called “Mecca”, stocks all of its brands in one place. This includes blockbuster favorites such as NARS, Hourglass, Chantecaille and Stila as well as rare, niche brands such as JinSoon, Iiuvo and Le Sourcil from the Mecca Trove collection. There is a perfume corner, a skincare section and one place to shop all of Mecca’s miniature products.
Mecca founder Jo Horgan likens the experience to shopping via Mecca’s online store. “There is a real hunger … to be able to shop in this way, across brands and price points. The challenge for us was: how do we do this in a physical space?”
At Mecca customers have plenty of space to wander around and are encouraged to take their time. For those who want to play with the products there are enough make-up stations to serve up to 12 customers at a time and a beauty play bar for shoppers who want to try things out for themselves. For those who are looking for inspiration, the store will also be rolling out digital lookbooks.
Mecca, after all, is all-welcoming. “The community is so broad – from the novice starting her beauty journey, to the person who wants a quick fix, to the aficionado who wants the best of everything, to the junkie who just wants to play with the products.”
The store has high ceilings, neutral lighting (for flawless make-up application) and marble floors. The brand has come a long way since Horgan opened the first Mecca on Toorak Road in Melbourne’s South Yarra 20 years ago. Horgan started Mecca to import hard-to-find cosmetics into Australia and has been growing her collection of brands ever since. Mecca is the zenith of this project.
Westfield Bondi Junction, Level 3, Shop 3050/3, 500 Oxford Street, Bondi
(02) 9389 4406
Mon to Wed, Sat 9.30am–6pm