Mecca Maxima has opened its doors at Westfield Doncaster, and it is absolutely every beauty addict’s dream come true. Whether you are a makeup junkie who loves to play with lots of products before finding the right one, or a beauty illiterate who is looking for just one item but needs to be guided to the right one, Mecca Maxima is the ultimate destination for Australian beauty.
With its spacious layout and bright Old Hollywood lighting, juxtaposed against dark mirrored surfaces, the store itself is exciting to step into. The first question you ask yourself is: where do I start?!
Mecca Maxima houses over 65 brands, including your favourite Mecca exclusives such as NARS, Hourglass and Smashbox, as well as international stalwarts such as Yves Saint Laurent, Clinique and Bobbi Brown. Mecca Cosmetica’s own line of skincare and makeup is also available, recently re-vamped with a new-look, minimalistic packaging.
With the more “beauty-savvy” consumer in mind, the new Mecca Maxima store takes a unique approach to shopping for beauty, the first of its kind in Australia. Picking up a little shopping basket by the door, you can take your time to move across the expansive store to play around with products. It would be easy to spend hours and hours in there, getting lost in the endless array of products on offer. The space is simply a whirlwind fantasy for beauty lovers.
Fortunately, the expansive shop is well-organised, making it easy to choose your own beauty adventure. You can peruse the full range of your favourite brands, which are spread across the floor, or make a bee-line to the specific categories lining the walls, which include Fragrance, Body & Skin and a Lash Bar. One section I love is the Brushes fixture, which breaks down the intimidating task of finding the right brush for your needs.
It is clear that Mecca has put considerable thought into the Maxima store in order to offer their customers the best products for their needs, and in the simplest way possible. There are little stands dotted across the floor that are regularly updated with different product categories, making it easy to find what you are after. For example, most girls are currently looking to reinvigorate their skincare regimen with the onset of winter. The Maxima Loves Skin stand has a curated selection of 8 moisturisers matched to individual needs. Last-minute birthday gifts (or stocking-fillers when Christmas finally rolls around) are pointed out for you, with a Good To Gift section filled with luxurious items that any girl would love to receive.
The concept encourages self-service, but as ever, there are plenty of Mecca’s friendly and knowledgable makeup artists to help you out should you need a hand. Mecca Maxima also offers the same artistry services as Mecca Cosmetica: express lash application (which is free with every lash purchase, taking the hassle out of wearing falsies!), makeup application, and consultations.
Westfield Doncaster is the first shopping complex to house both Mecca Maxima and Mecca Cosmetica stores, with the pre-existing Mecca Cosmetica store is just around the corner from the new Mecca Maxima. Visit the bright, calming Mecca Cosmetica for personalised consultations with makeup artists, and to experience all of your favourite, niche beauty brands, most of which are exclusive to the Mecca business in Australia.
I had the pleasure of testing out some beautiful products, coming away with Hourglass‘ cult Ambient Lighting Powder and Smashbox’s Be Legendary Lipstick in Plum Scene, a gorgeous, deep wintery shade. The Ambient Lighting Powder is truly worth the hype: looking like a highlighter in the pan, it lights up the face without a trace of shimmer, leaving a healthy glow. My other top picks for the season are the By Terry Touch Expert Advanced (a highlighting concealer with great coverage), NARS Multiple in Luxor (I adore multi-tasking products, and this gives a natural highlight without a frosty finish) and Malin + Goetz Dark Rum (a fresh yet earthy fragrance that is just to die for).