Why MECCA Keeps Winning the Australian Beauty Game

When American beauty brand rhode announced it would launch in Australia through Mecca, not Sephora, a few beauty insiders raised an eyebrow.

After all, in the United States rhode is sold through Sephora. So why switch retailers when launching in Australia?

Partly because Mecca understands the Australian beauty shopper better than anyone else. Even rhode founder Hailey Rhode Bieber recognised that dynamic.

That difference says a lot about the way Mecca has shaped the Australian beauty market over nearly three decades.