# Expansive Beauty Retailers Mecca Gives Consumer Access to 200 Brands and an Artist-in-Residence By Kalin Ned | Published 2020-11-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/expansive-beauty-retailer References: [mecca.au](http://mecca.com.au) [Mecca](https://www.trendhunter.com/trends/mecca-cosmetica) is a new expansive beauty retailer in Sydney, Australia that launched virtually due to the COVID-19 pandemic and its associated restrictions. The megastore is reminiscent of a wonderland for beauty enthusiasts and will feature 200 companies, as well as a Makeup Lab. Consumers can book private services there for themselves and their friends. Moreover, Mecca will also welcome various workshops from cult brands like [Drunk Elephant](https://www.trendhunter.com/trends/rewards-catalog). "Envisioned as not just a retail store but an experience," Mecca also places an emphasis on spotlighting local talent. In order to do so, the expansive beauty retailer has launched an artist-in-residence program. Jewelry designer Sarah & Sebastian will be the first to take advantage of this program and will be there until February 2020. Image Credit: Mecca ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 57% | Activity: 49% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Virtualized Retail:** As seen in Mecca's launch, virtual retail can be just as effective as physical stores, opening up opportunities for remote shopping and innovative online shopping experiences. - **Expanded Product Offerings:** Expanding product offerings beyond the typical can create a competitive edge and provide customers with unique choices they may not have access to elsewhere. - **Local Artisan Collaborations:** Collaborating with local artists and brands can add a personal touch to the shopping experience and provide a platform for emerging talent. ### Where This Applies - **Beauty Retail:** In response to the COVID-19 pandemic, beauty retailers can stand to benefit from expanded virtual or remote shopping options to adapt to customers' changing needs. - **Event Planning:** Introducing private services and workshops can add value to the retail experience and create opportunities for event planners and workshop leaders to partner with retailers. - **Jewelry Design:** Partnering with local artisans can increase visibility and sales for their unique products, creating opportunities for jewelry designers to collaborate with retailers. ## Related on Trend Hunter - [Australian Beauty Store Expansions](https://www.trendhunter.com/trends/adore-beauty.md) - [Community-First Beauty Hubs](https://www.trendhunter.com/trends/club-mac.md) - [Virtual Beauty-Focused Stores](https://www.trendhunter.com/trends/world-of-beauty.md) - [UK Beauty Summer Pop-Ups](https://www.trendhunter.com/trends/mecca-cosmetica.md) - [Immersive Beauty Destinations](https://www.trendhunter.com/trends/plouise-city.md) - [Grocer-Inspired Beauty Retail Pop-Ups](https://www.trendhunter.com/trends/benefit-benemart-holiday-concept-shop.md) - [Phygital Beauty Store Experiences](https://www.trendhunter.com/trends/sephora-store-of-the-future.md) - [Immersive Multi-Brand Beauty Pop-Ups](https://www.trendhunter.com/trends/seoul-in-the-city.md) - [Interactive Beauty Destinations](https://www.trendhunter.com/trends/superdrug-beauty-playground.md)