Since its inception in 1997, MECCA has revolutionised the Australian beauty landscape, redefining retail innovation and offering an unparalleled beauty experience to its customers. Founded by Jo Horgan, MECCA has grown over the past 25 years to become Australia’s largest prestige beauty retailer, serving more than four million customers annually. With over 100 stores across Australia and New Zealand, in addition to its online presence, MECCA offers an exclusive selection of over 200 top beauty brands and aims to help people look, feel, and be their best.
Excitingly, MECCA is introducing an entirely new category into the fold – Family Wellness. Beauty for birth, baby and beyond. Three exciting new brands will be available online from 8th August – Pure Mama, NAYDAYA, and DeoDoc.
This expansion is focused on supporting women through all transitional stages of life, bringing self-care to every woman at every stage of their journey. The goal is to demystify often complex phases of life by providing a supportive space for empowerment and education. From pregnancy and birth to post-partum care and daily support, these new brands cater to every aspect of a woman’s beauty journey, embracing the real and raw beauty of each phase.
With the expansion of MECCA’s wellness category, women will see the brand as a one-stop-shop for all their self-care needs and will feel both comfortable and empowered, no matter what changes they may be experiencing.
One of the brands being introduced is Pure Mama, a New Zealand-based pregnancy-suitable skincare brand that taps into the power of naturally derived ingredients. Pure Mama’s formulations include nutrient-rich botanicals like pomegranate and Raspberry Seed Oils, along with concentrated levels of Vitamin E, known for their benefits in skin hydration, elasticity, and restoration. The brand aims not only to provide trustworthy skincare during pregnancy but also to encourage women to connect with their bodies throughout their pregnancy journey. Pure Mama’s products are recommended by midwives and lactation experts, featuring 100% naturally derived formulas that are safe for babies.
MECCA customers can look forward to Pure Mama’s best-selling Belly Oil, Nipple Butter, Bump Scrub, and Magnesium Body Scrub.
Another exciting addition to the Wellness Category is NAYDAYA, a UK-based brand co-created with experienced women’s health practitioners. NAYDAYA creates targeted and science-backed skincare using naturally derived ingredients to support women’s bodies at every life stage, from pregnancy to postpartum and daily support.
The range at MECCA will include Victory Oil, Scar Saviour, Breast Saviour, Body Saviour, and Body Blitz, providing comprehensive care for women’s evolving needs.
Lastly, MECCA is proud to welcome DeoDoc, the first and only intimate care brand created and run by female doctors and aimed at empowering women with knowledge about their own bodies. The brand’s safe, intimate products were developed in response to the lack of innovation in the intimate care market, which was dominated by products created by men or large pharmaceutical companies.
The DeoDoc range includes Daily Intimate Wash, Intimate Deowipes, Intimate Deospray, Pre-Shave Intimate Oil, Shaving Foam, and Soothing Heat Patch, all catering to women’s intimate care needs.
The new brands, Pure Mama, NAYDAYA, and DeoDoc, will be available online from 8th August 2023.