Cosmetics business Mecca is bidding department store chain Myer farewell after nearly decades distributing its products at the department store. Mecca said that the move is “the natural next step as Mecca continues to invest in larger-format standalone stores”.
The beauty brand had a presence in seven Myer stores, but since September and there are plans for Mecca to completely withdraw from Myer in the third quarter of this year.
“As we both pursue distinct and ambitious growth plans, we part ways with shared appreciation for what we’ve achieved together and thank Mecca and their team members for the service provided to our business and customers. We’re proud of the significant chapter Myer has played in Mecca’s journey over the past 17 years,” Myer’s chief merchandise officer Belinda Slifkas said.
“This is a natural next step as Mecca continues to invest in our larger-format standalone stores, where we can offer our full brand line-up, immersive services like Beauty Labs, and new experiences all under one roof. As part of this evolution, we gradually started closing our Mecca Myer locations in late 2025 and will finish this process in late 2026,” a Mecca spokeswoman said.
“We’re working closely with Myer to make the transition as smooth as possible for our team and customers”.
The decision to sever ties comes after Mecca opened a multi-storey flagship store in Bourke Street, Melbourne last August, opposite Myer’s Melbourne Bourke Street outlet.
Physical vs online stores
Beauty is forecast to to be the fastest-growing retail segment in the next five years with customers overwhelmingly preferring to visit physical stores.
A June report by McKinsey forecasts that by 2030 two-thirds of customers will still want to purchase in store rather than online. That’s down from three-quarters now, but with the losses forecast to come from department stores and drugstores rather than specialty shops, such as Mecca.
Mecca’s retail presence across Australia spans 56 stores with beauty customers overwhelmingly preferring to visit physical stores.
Mecca’s flagship Bourke Street store offers a dermal clinic and products for anti-ageing, sleep and gut health, responding to a new “performance” beauty care trend. This trend targets wrinkles, redness and sleeplessness; a shift from just a few years ago when ‘tween’ skincare was all the rage.
Since 2023, Mecca’s customer base has been stable, with three per cent under 15 years of age, 25 per cent in the 15-24 age bracket, 32 per cent in the 25-34 bracket and the remaining 40 per cent aged 45 and over.
The beauty giant faces new competition from privately owned W Cosmetics, which has opened 38 stores in a decade and mostly focuses on Korean beauty products. Online retailer Adore Beauty has also announced a plan to launch into physical stores, and Myer is likely to bring a refreshed face to competition under new executive chair Olivia Wirth.
