Beauty news: here comes the new MECCA MAX

The makeup edit at any MECCA store is always so perfectly curated, with amazing brands being added all the time that you pretty much fall in love with at first sight. It comes as no surprise that being surrounded by all of that mastery has rubbed off on MECCA founder Jo Horgan and her talented team, who are set to launch a new signature brand of makeup, MECCA MAX.
On August 1, the super exciting new brand will launch with an INSANE 206-strong product line-up across skin, complexion, eyes, lips, nails, lashes and beauty tools, and from what I have seen it will be mind-blowing. And let’s not forget that being made by beauty junkies, for beauty junkies, every product is designed for experimentation, personalisation and play.
The first drop will include a collection of 25 ‘MAXimiser’ products that hero the range, with stand-outs including eye and skin primers, a strobing stick, an artistry palette and a double-ended mascara. Plus the absolutely nuts, entry-level price point means items range from just $5 to $45, making MECCA MAX accessible to beauty novices and devotees alike. Go forth and play!
MECCA Brands founder and CEO Horgan says MECCA Max underscores MECCA’s commitment to delivering the ultimate beauty experience to its customers. “The launch of this new signature line is one of the most important milestones in our business and has been three years in the making. MECCA MAX was born out of our community of in-store hosts and MECCA beauty junkies who delivered their ideas, inspiration, expertise and passion to create this collection.”
MECCA Brands Creative Director Marita Burke says the new MECCA MAX brand is a game-changer in the beauty retail space. “MECCA MAX has been created for the girl who is as obsessed with beauty as we are. Our innovative products are smarter, work harder and will do more for your look than anything else in your beauty arsenal. Think the perfect nude, the best lash, the boldest lip, the brightest illuminator and everything in between. It’s MECCA’s beauty obsession, bottled.”
I for one, cannot wait.
MECCA MAX launches exclusively into Mecca Maxima stores and at on August 1, 2017.


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