Story of MECCA
From one store to a global community. Here’s where you’ll find the story behind the story – the turning points, the bold leaps, and the brilliant humans who made MECCA what it is today.
2003: Expanding categories
On the back of our MECCA Manicure services and Mecca Cosmetica nail varnish range, MECCA launches a body care line for hands and feet.
We also introduce Australia to science-led skincare with cult brands like Perricone MD and Dr. Dennis Gross — pioneers of the cosmeceutical movement, who helped redefine skincare by bringing clinical innovation into everyday routines.
2003: Expanding categories
On the back of our MECCA Manicure services and Mecca Cosmetica nail varnish range, MECCA launches a body care line for hands and feet.
We also introduce Australia to science-led skincare with cult brands like Perricone MD and Dr. Dennis Gross — pioneers of the cosmeceutical movement, who helped redefine skincare by bringing clinical innovation into everyday routines.
2004: Purpose, growth and a new creative partnership
After years of conferences, big learnings, and countless focus groups, we formally captured our purpose and vision for the first time. We also hit the double digits, opening our 10th store in Bondi Junction.
2004: Purpose, growth and a new creative partnership
After years of conferences, big learnings, and countless focus groups, we formally captured our purpose and vision for the first time. We also hit the double digits, opening our 10th store in Bondi Junction.
2005: A playful new concept, home and Co-CEO
Inspired by what we were seeing in Brooklyn New York, our kit retail concept, a fresh, more playful take on beauty retail, opens on Oxford Street, Paddington.
Meanwhile, we relocate our Support Centre to a light-filled converted warehouse in Richmond, and Pete Wetenhall (Jo’s husband) officially joins as Co-CEO.
Jo and Pete in-store
2005: A playful new concept, home and Co-CEO
Inspired by what we were seeing in Brooklyn New York, our kit retail concept, a fresh, more playful take on beauty retail, opens on Oxford Street, Paddington.
Meanwhile, we relocate our Support Centre to a light-filled converted warehouse in Richmond, and Pete Wetenhall (Jo’s husband) officially joins as Co-CEO.
Jo and Pete in-store
2006: A personalised online beauty experience
With the e-commerce boom taking hold, our website experience evolved. From product education, e-Edits, and early digital campaigns, it was about service, storytelling, and bringing the MECCA experience into people’s homes.
As customers became more skin-savvy we started to offer skin services and products such as the iconic Alpha Beta® Universal Daily Peel pads, created by Dr. Dennis Gross (then known as the Alpha Beta® Daily Face Peel).
2006: A personalised online beauty experience
With the e-commerce boom taking hold, our website experience evolved. From product education, e-Edits, and early digital campaigns, it was about service, storytelling, and bringing the MECCA experience into people’s homes.
As customers became more skin-savvy we started to offer skin services and products such as the iconic Alpha Beta® Universal Daily Peel pads, created by Dr. Dennis Gross (then known as the Alpha Beta® Daily Face Peel).
2007: A 10-year celebration, first step offshore and an SPF game-changer
Our brands went all out for MECCA’s 10th birthday! Bumble and bumble, NARS and Stila all dropped exclusives. MALIN+GOETZ threw us a birthday dinner in New York. Comme des Garçons created a birthday tote just for us.
We collaborated with doingbird to publish our very first magazine, Beauty MECCA featuring international artists and photographers including a cover by artist Lizzie Nanut.
And to top the year off, in December, we opened our first store outside Australia, in Ponsonby, Aotearoa New Zealand.
2007: A 10-year celebration, first step offshore and an SPF game-changer
Our brands went all out for MECCA’s 10th birthday! Bumble and bumble, NARS and Stila all dropped exclusives. MALIN+GOETZ threw us a birthday dinner in New York. Comme des Garçons created a birthday tote just for us.
We collaborated with doingbird to publish our very first magazine, Beauty MECCA featuring international artists and photographers including a cover by artist Lizzie Nanut.
And to top the year off, in December, we opened our first store outside Australia, in Ponsonby, Aotearoa New Zealand.
After almost a decade of listening and learning alongside our customers and team – our own Living Lab of Beauty – we launched our very first Mecca Cosmetica To Save Face Sunscreen. Aussie women were telling us they weren’t wearing SPF daily because it didn’t sit well under makeup. ‘To Save Face’ was our solution – a silky, invisible SPF made for makeup lovers.
After almost a decade of listening and learning alongside our customers and team – our own Living Lab of Beauty – we launched our very first Mecca Cosmetica To Save Face Sunscreen. Aussie women were telling us they weren’t wearing SPF daily because it didn’t sit well under makeup. ‘To Save Face’ was our solution – a silky, invisible SPF made for makeup lovers.
The History of Beauty
Want to learn more about what was happening in the industry alongside MECCA?
Beauty in Every Culture
From First Nations to Māori and migrant beauty traditions — your stories belong here.
The Story Behind Lady Alchemist
Te Manaia Jennings on the sacred process of turning pain into power.
The History of Beauty
Want to learn more about what was happening in the industry alongside MECCA?
Beauty in Every Culture
From First Nations to Māori and migrant beauty traditions — your stories belong here.
The Story Behind Lady Alchemist
Te Manaia Jennings on the sacred process of turning pain into power.