MECCA Brands, Australia’s leading beauty retailer is thrilled to announce the launch of an entirely new category, Family Wellness. Focused on supporting women through all transitional stages of life, Family Wellness aims to bring self-care to every woman, at every stage with the introduction of three new brands: Pure Mama, NAYDAYA and DeoDoc.
To allow women to embrace the real and raw beauty of their journey, MECCA aims to demystify often complex phases of life by building a supportive space of empowerment and education. From pregnancy and birth to post-partum, and daily support, the launch paves the way for an area of beauty that grows and changes with you.
Supporting MECCA’s foray into pregnancy-suitable skincare and tapping into both local and international innovations, MECCA welcomes New Zealand-made, pregnancy-suitable skincare from Pure Mama as well as UK-based brand NAYDAYA, designed for evolving bodies. MECCA customers will also be able to explore baby-specific products from Dr Barbara Sturm, Korres and Chantecaille. Further expanding the category’s offering is Swedish brand DeoDoc – the first and only intimate care brand created and run by female doctors, sisters Dr. Hedieh Asadi and Hasti Asadi with Professor of Obstetrics and Gynecology, Dr. Gunvor Ekman Ordeberg.
Pure Mama harnesses the power of naturally derived ingredients, blending nutrient-rich botanicals often chosen for their antioxidant and restorative properties. The ingredients included are often associated with facial skincare, such as pomegranate and Raspberry Seed Oils, as well as concentrated levels of Vitamin E, which all work wonders for skin hydration, elasticity, and restoration. The brand’s intention is to not only support women on their journey with skincare they can trust but to encourage women to take a moment to connect with their bodies throughout their pregnancy journey. Pure Mama is midwife and lactation expert-recommended, with 100% naturally derived formulas that are baby suitable. MECCA customers will be able to get their hands on Pure Mama’s best-selling Belly Oil ($75) as well as the self-care staples of the Nipple Butter ($46) and Bump Scrub ($45).
DeoDoc was created by women doctors for women. The trio discovered that the intimate care market had not evolved for over 40 years, and it had been permeated with products that were either made by men or large pharmaceutical companies. When Hasti came to her older sister Dr Hedieh for advice when it came to intimate odour, Dr Hedieh learnt the same sweat glands that exist in the armpits, also exist in the vulva. Teaming up with Dr Gunvor, a gynaecologist with 50 years of medical experience, the team created safe, intimate products to empower women with the knowledge they need about their own bodies. The range includes the Daily Intimate Wash ($35), Intimate Deowipes ($24), Pre-Shave Intimate Oil ($46) and Soothing Heat Patch ($24)
NAYDAYA creates targeted and science-backed skincare using naturally derived ingredients that
celebrate and support women’s bodies at every life stage, from pregnancy to postpartum and daily support. Co-created with some of the most experienced women’s health practitioners in the UK, NAYDAYA champions womanhood and navigating hormonal changes as a shared experience. The range at MECCA includes the Victory Oil ($47), Scar Saviour ($49 and Breast Saviour ($37).
MECCA’s Family Wellness category is available online at www.mecca.com.au