Five cultural shifts. Five stories worth telling.
This is history.
We got curious. In knowing better, we raised the standard – for everyone.
There was a time we didn’t know what was in our products – or who made them.
We trusted the label. The ad. The ‘expert’. What mattered was the promise on the front, not the ingredients on the back.
In the last 25 years, we started asking better questions. Michèle Evrard asked how we repair, not conceal with Cosmetics 27. Dr. Dennis Gross bridged science and daily care. Sunday Riley made honesty the standard. Mario Badescu believed in skin before it was a trend. ELEMIS asked why nature and science were separate. Verso reimagined retinol to be simpler, kinder.
Today, we read ingredient lists like contracts. Knowing is power – and now, it’s non-negotiable.
The Story of Knowing
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We got curious. In knowing better, we raised the standard – for everyone.
There was a time we didn’t know what was in our products – or who made them.
We trusted the label. The ad. The ‘expert’. What mattered was the promise on the front, not the ingredients on the back.
In the last 25 years, we started asking better questions. Michèle Evrard asked how we repair, not conceal with Cosmetics 27. Dr. Dennis Gross bridged science and daily care. Sunday Riley made honesty the standard. Mario Badescu believed in skin before it was a trend. ELEMIS asked why nature and science were separate. Verso reimagined retinol to be simpler, kinder.
Today, we read ingredient lists like contracts. Knowing is power – and now, it’s non-negotiable.
The Story of Knowing
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We slowed down. And in stillness, we found strength.
Throughout the 20th century, women were sold potions for tired eyes and ‘nervous strain’. Take a tonic. Pat on powder. Smile. Keep up. Being worthy meant being busy. But the body always knows what the mind forgets.
Then something shifted. Cold therapy was reimagined by kit: as pause. The Naxos Apothecary turned ancestral rituals into scent and soap. Maison Margiela bottled stillness itself. Nécessaire honoured the body, inch by inch. LOOPS designed masks for the exhale. This Works helped us fall into sleep, not crash into it.
Today, we honour rest as ritual. We wear softness like strength. Beauty can be peace.
The Story of Grounding
Shop the edit here
We slowed down. And in stillness, we found strength.
Throughout the 20th century, women were sold potions for tired eyes and ‘nervous strain’. Take a tonic. Pat on powder. Smile. Keep up. Being worthy meant being busy. But the body always knows what the mind forgets.
Then something shifted. Cold therapy was reimagined by kit: as pause. The Naxos Apothecary turned ancestral rituals into scent and soap. Maison Margiela bottled stillness itself. Nécessaire honoured the body, inch by inch. LOOPS designed masks for the exhale. This Works helped us fall into sleep, not crash into it.
Today, we honour rest as ritual. We wear softness like strength. Beauty can be peace.
The Story of Grounding
Shop the edit here
Beauty used to be top down, now it’s side-by-side.
Beauty has always been passed along; recipes, routines, lipsticks between sisters. From letters and radio in the ’40s to Dolly magazines in the ’80s and glitter at sleepovers in the ’90s.
Then, life moved online.
Emily Weiss turned interviews into a movement – Glossier was born in the comments. Charlotte Tilbury’s backstage secrets went viral. Tower 28 found its people in tutorials and skin diaries. Tiffany Masterson's Drunk Elephant turned community hacks into D-Bronzi™. Glow Recipe made glowing a shared language.
Today, we shape trends together. In chats, in posts, in stories. Beauty isn’t broadcast. It’s a conversation.
Beauty used to be top down, now it’s side-by-side.
Beauty has always been passed along; recipes, routines, lipsticks between sisters. From letters and radio in the ’40s to Dolly magazines in the ’80s and glitter at sleepovers in the ’90s.
Then, life moved online.
Emily Weiss turned interviews into a movement – Glossier was born in the comments. Charlotte Tilbury’s backstage secrets went viral. Tower 28 found its people in tutorials and skin diaries. Tiffany Masterson's Drunk Elephant turned community hacks into D-Bronzi™. Glow Recipe made glowing a shared language.
Today, we shape trends together. In chats, in posts, in stories. Beauty isn’t broadcast. It’s a conversation.
We reclaimed beauty on our own terms. And wore it without apology.
For too long, beauty came with rules. Blend in. Don’t stand out. Be expressive – but not too much.
Then we stopped asking for permission. François Nars named a blush after a feeling. Donni Davy built Half Magic so glitter tears could live off-screen. Kate Somerville turned healing into glow. Thibaud Crivelli made scent a memory in motion.
Today, radiance is a feeling – not a finish. It’s taking up space, on your terms.
The Story of Radiance
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We reclaimed beauty on our own terms. And wore it without apology.
For too long, beauty came with rules. Blend in. Don’t stand out. Be expressive – but not too much.
Then we stopped asking for permission. François Nars named a blush after a feeling. Donni Davy built Half Magic so glitter tears could live off-screen. Kate Somerville turned healing into glow. Thibaud Crivelli made scent a memory in motion.
Today, radiance is a feeling – not a finish. It’s taking up space, on your terms.
The Story of Radiance
Shop the edit here
Some beauty products sit in memory. They remind us who we were when we wore them.
The MECCA Time Capsule is a record of what we reached for when it mattered – when we first found ourselves, when we stepped into womanhood, when we needed something just for us.
These products mark turning points. They shifted standards. Here, we honour the cult favourites, the everyday heroes and the ones that sparked something bigger.
The MECCA Time Capsule
Shop the edit here
Some beauty products sit in memory. They remind us who we were when we wore them.
The MECCA Time Capsule is a record of what we reached for when it mattered – when we first found ourselves, when we stepped into womanhood, when we needed something just for us.
These products mark turning points. They shifted standards. Here, we honour the cult favourites, the everyday heroes and the ones that sparked something bigger.
The MECCA Time Capsule
Shop the edit here