The rise of Mecca: How Australia’s Most Adored Beauty Retailer Earned Their Cult Following

When it comes to beauty, Australians hold a special place in their heart for a brand that goes beyond cosmetics and skincare. Enter Mecca, the unrivalled darling of the beauty industry and Australia’s ultimate beauty guru, whose cult following is more than just a trend—it’s a full-blown love affair.

More than just another pretty face in the beauty industry, Mecca has brains too. To understand their phenomenon, we dove head first into their unrivalled brand positioning and the ingenious strategies they’ve adopted to permanently earn their place in beauty’s notoriety hall of fame. 

The Mecca Phenomenon

Founded in 1997 by Jo Horgan, the intention for Mecca has always been to transform the Australian beauty scene into something more than just a transactional purchase of cosmetics. Mecca was created to be a haven for beauty enthusiasts, a place where passion and artistry collide. Starting their journey with their first store in Toorak, Melbourne, the brand quickly grew to become an international beauty destination with over 100 stores carrying over 200 fan favourite brands.

Mecca has become synonymous with quality, innovation, and a commitment to delivering the very best beauty products and experiences to its customers, but what truly sets them apart is the way they’ve managed to foster a sense of community among beauty addicts and dabblers alike. It’s not just about selling products; it’s about educating and inspiring. Mecca’s team understands that beauty isn’t one-size-fits-all, and they’re always ready to provide personalised recommendations and advice to their customers. 

“If MECCA can drive both the beauty universe and that of equality, then I think it has a fabulous role to play.”

Jo Horgan

Mecca’s Brand Positioning Strategy

Mecca’s success story can be attributed to its remarkable brand positioning strategy. They’ve positioned themselves as more than a retailer; they’re a beauty authority. Here are some key aspects of their strategy:

Experiential Retail

Mecca stores are more than just places to shop. They’re immersive, sensory experiences that transport customers into the world of beauty. From their luxurious store layouts to the expertly trained staff, every element is designed to make customers feel like they’ve stepped into the epitome of beautiful luxury.

Curated Selection

Mecca’s product and brand selection is carefully curated to only include the very best of the beauty industry. This curation sets them apart from the overwhelming choices customers often face in the beauty market.

Messaging. Our favourite. 

They’ve mastered the art of engaging their audience while imparting valuable knowledge across all mediums. From their social media posts to in-store signage, Mecca’s messaging is a delicate balance of wit, charm, and substance achieved through the development of their unique tone of voice and their ability to execute it throughout their entire messaging strategy. 

In an industry sometimes criticised for promoting unattainable ideals, Mecca’s messaging stands out as a beacon of authenticity and inclusivity. Mecca’s messaging doesn’t dictate beauty standards; instead, it encourages customers to embrace their individuality. Through a blend of informative blog content, social media campaigns, email marketing and interactive events, they empower their customers to make choices that align with their unique style and preferences.

Customer Education

Mecca invests heavily in educating its customers. They offer beauty masterclasses, personalised consultations, and a wealth of online content to help customers make informed.

Innovative Marketing and PR Initiatives

Mecca hasn’t just relied on its outstanding retail experience to attain their notoriety. They’ve also excelled in marketing and PR, creating buzz and intrigue around their brand:

Beauty Loop
Mecca’s loyalty program, Beauty Loop, rewards customers with exclusive perks, samples, and early access to products. This initiative encourages repeat business and loyalty.

Social Media Mastery
Mecca has a strong presence on social media platforms, using them not only for product promotion but also as spaces to share beauty trends, tutorials, and user-generated content. Because they’ve clearly defined their tone of voice and brand identity, their content is well defined, recognisable and consistent across all mediums.

Celebrity Collaborations
Partnering with influencers and celebrities has given Mecca an even wider reach and created a sense of aspiration around their brand.

Learnings for Other Beauty Brands

So, what can other beauty brands learn from Mecca’s meteoric rise?

1. Define Your Unique Brand Identity:
Like Mecca, begin by defining your brand identity. Understand what sets you apart, your core values, and your mission in the beauty landscape. Your brand identity is your North Star; it should guide every aspect of your business. Our Brand Positioning service might be what you’re looking for if you want to get this part right.

2. Craft a Distinctive Messaging Strategy:
Once your brand identity is clear, craft a messaging strategy that’s uniquely yours. Mecca’s messaging isn’t generic; it’s a reflection of their brand essence. Tailor your communication to resonate with your target audience, but don’t lose sight of your authentic voice.  We’ve worked with some of Australia’s leading beauty brands to help them identify their tone of voice and execute it throughout their content. If you feel like your tone of voice and messaging strategy could benefit from some extra attention, we’d love to work with you too. 

3. Create Memorable Experiences:
Beauty goes beyond products; it’s an experience. Invest in creating immersive, unforgettable experiences for your customers. Whether it’s through your retail stores, online presence, or events, make every interaction with your brand a moment of beautiful discovery.

4. Embrace Personalisation:
Recognise that every customer is unique. Provide personalised recommendations and solutions that cater to individual needs. Tailoring your offerings to each customer fosters a deeper connection and builds loyalty.

5. Thoughtful Product Curation:
Avoid overwhelming customers with endless choices. Curate your product selection meticulously, including only the best that aligns with your brand values. Quality over quantity is a mantra that resonates with modern beauty consumers.

6. Invest in Education:
Follow Mecca’s footsteps and invest in educating your customers. Informed customers are confident customers. Knowledgeable staff, tutorials, and blog content can help demystify the beauty world for your audience.

7. Reward Loyalty:
Implement loyalty programs to reward and acknowledge your most dedicated customers. These initiatives create a sense of belonging and turn customers into brand fans. It’s not just about selling; it’s about building lasting relationships that carry on beyond the checkout experience. 


In a world where the beauty landscape is ever-evolving, Mecca’s success proves that with a clear brand identity, a unique messaging strategy, and a commitment to creating exceptional experiences, any beauty brand can carve its own path to becoming a beauty authority in the ever-expanding tapestry of the beauty industry.

Our multidisciplinary approach to illustrious brand positioning and messaging strategy is designed for brands who want to be more than just another option. From developing your unique selling proposition to creating your brand’s tone of voice and executing it across all mediums, our full service offering combines research, strategy and creative instinct to define your brand’s point of excellence and convey it in a memorable way that demands to be felt. 

Want to have the Mecca effect? Let’s chat.