I’m sure all beauty enthusiasts in Adelaide have joined me at one stage or another in lamenting over the fact that South Australia doesn’t have a Mecca Maxima store. Sure, we have three Mecca Cosmetica stores all in fairly close proximity to each other, but us Adelaidians always wanted more. A bigger store, larger product range, more store features. It begged the question, “When is South Australia going to get a Mecca Maxima store?”.
Well, gone are the days when we used to sneak in a Mecca Maxima trip whenever we were interstate, sometimes stocking up with double or even triples of our favourite products originally inaccessible to us. Because yes you saw it correctly, Mecca is delivering on their promise and Adelaide is getting it’s very first Mecca Maxima store set to open in Westfield Marion this October.
To those of you who aren’t sure what all the fuss is about, or why it would be an improvement over the current Cosmetica stores, I’ll give you a brief run down. In my experience, the range of brands offered by Cosmetica stores is more limited than what a Maxima store offers. In saying that, Cosmetica stores will generally offer more luxury-style brands and products, and I would tentatively say, targeted towards a more mature customer base. Think of brands like Perricone MD, Ellis Faas, ByTerry, Chantecaille and Diptyque – ultra high class and polished.
Whereas Maxima stores are your ideal version of a ‘beauty playground’, stocking more funky, cheerful and on-trend brands that seem to be more geared towards those who are more playful with their beauty routines, and strive to stay on top of the latest beauty fads and trends. Think of headlining beauty brands like Too Faced, NARS, Urban Decay, and Smashbox, not to mention the newly launched house range ‘Mecca Max’. Maxima is definitely more interactive and has a more buzzing atmosphere, whereas Cosmetica is more traditional. I feel as though it’s chilled, and a more relaxing yet luxurious form of beauty shopping.
Yet it really comes down to what brands you are looking for and what shopping you experience you are after. A feature coming to the Marion store is an interactive ‘play bar’ where you can test products out for yourself and a makeup tutorial bar to learn the best tips and tricks to ace your makeup routine. And because every store I’ve been to has it’s own product range and personality, I’ll be offering a sneak peek into some of the brands and products you can expect to see in the Mecca Maxima store opening, so you can better prepare your wallet (and your partner) for when it does finally make an appearance here.
One of the brands I am most excited about seeing in Adelaide is Urban Decay. The Naked Eyeshadow palettes have reached legendary cult status among the global beauty community, and the setting sprays have really made their mark as being the leaders on the market in keeping your makeup in place all day (or all night as the name suggests!). Expect to see the whole range of Naked palettes and setting sprays in store, and expect to blow all your money on the Vice lipsticks, because I know I will be.
I’ve personally never tried NARS makeup before, so having the full NARS range in Adelaide will be a refreshing experience for me. I actually didn’t even realise my local Cosmetica stocks NARS because it’s well hidden in the store, but it appears to be a smaller product range. I’m excited to see a much larger range of NARS makeup in the store, and I expect All Day Luminous foundation to be a real winner. The Audacious range (Audacious Mascara pictured above) seems to be ridiculously popular, so I’m over the moon to start exploring what NARS will offer in Adelaide.
If the name doesn’t give it away, Lipstick Queen specialise in creating unique lip products. They rose to fame quickly after the inception of the ‘Frog Prince‘ lipstick. Don’t let the emerald green bullet scare you, because it changes colour based on the pH of your lips to create a pink hue that is unique to you. Check out their whole range for other transforming makeup. Personally, being a geek myself I’m always drawn to pH dependant makeup!
A beauty brand that has seen a real surge in popularity recently is Winky Lux. The Lux Flower lip balm which is also pH dependant, features real Chrysanthemum flowers in the bullet and is an absolutely stunning sight to see. Beauty lovers are now exploring their whole range, one of these being the Double Matte Whipped Liquid Lipsticks (the shade ‘Shortcake’ is swatched above). Expect to see these in store with a small but beautiful shade range!
This is a skincare brand that has seen relatively low media coverage compared to other brands, but one I’ve always wanted to try. Korean beauty brands have really erupted in Australia, especially those focused on skincare considering they make some of the best around! 16Brand is pretty cheap and cheerful, with unique packaging that really inspires you to try their products. An interesting product of theirs is the Donkey Milk Cream formulated with high amounts of glycerine which is amazing for locking in moisture in the skin, 10% Donkey Milk for it’s hydrating properties and calamine for calming itchy and irritated skin. It’s super rich, so best for me to use before bed.
I was originally drawn to anything Too Faced because of their excessively cute product packaging, but quickly found this to be backed up by product quality and performance too. I’m so excited to finally see Adelaide stocking Too Faced, it’s such a vibrant and fun brand with a price range that I find quite reasonable. My product pick making it’s way over here is the Melted Lipstick ranges (I am obsessive over ‘Melted Chocolate’), their new addition being the Melted Latex lipsticks with a high shine factor but comfortable texture (Love U Mean It swatched above). But I am also dead keen to try the Hangover primer finally!
Sister brand to 16Brand, this K-beauty brand focuses more on cosmetics and was founded by Korea’s celebrity makeup artist, Chosungah. Think funky packaging, unorthodox delivery systems and futuristic vibes. The Dong Gong Minn Brow Maker is a brow product unlike any other I’ve tried, featuring a wand that has a dual applicators: one for filling and defining, and a spoolie for the application of brow gel to hold in place. It’s hard one to describe unless you use it yourself, but well worth the experimentation.
The Dual Lip Tint & Gloss is also worth a look for a versatile lip product on the go, and comes in some beautiful colour combos.
Recent hype surrounding Mecca has focused on the release of the in-house Mecca range, Mecca Max which has 206 products in it’s lineup. The range is an affordable line boasting high end quality for reasonable prices. From beauty tools, to false lashes to eyeshadow and foundation, Mecca Max literally has every product to satisfy your desires. Keep a look out for the gorgeous and eye catching packaging, personally I’m already a fan of the Triple Threat Face Shaper Cream palette which gives me a super illuminated complexion.
Are you keen on exploring the Mecca Maxima store as it opens in Adelaide? Join the party, I’m incredibly excited for a refreshing experience in beauty shopping in little Adelaide. Perhaps I’ll see you at the opening? Let me know in the comments!
*Products were provided for editorial purposes. The generosity of the providing party has not influenced material presented. The Beauty & the Geek AU is no expert so please do not substitute material for professional advice.