Dying. Dead.

Words by

Eliza Sholly

If the world was a high school, I imagine beauty lovers as the coolest girls in class. The ones with that wake up early and have heaps of time to get ready in the morning. They have amazing winged eyeliner and highlighter that can blind their enemies. They would also be really good at food tech because they rock at baking.

And where do these girls hang out? Well, the coolest of the cool hang out, ofc. Mecca.

And right now, these cool girls are gearing up for the launch of the biggest Mecca Maxima store ever, opening on October 13 as part of Chadstone The Fashion Capital.

Customers will be treated to Mecca’s largest ever offering, with a host of new brands, interactive digital elements and Mandarin-speaking team members.

The 400 sqm store will have enough going on to impress all the cool girls (and girls like me who kind of have no idea) with over 60 of the world’s most-wanted beauty brands. Think Mecca exclusives Nars, TooFaced, Urban Decay, Smashbox, Billion Dollar Brows, Ciaté London and Eyeko, alongside new brand additions Frank Body, Drunk Elephant and Winky Lux, and K-Beauty brands Chosungah 22 and 16Brand.

A permanent ‘flawless light’ selfie station will allow shoppers to snap a selfie or GIF, before using the touch screen display to add a filter and a range of beauty-themed digital stickers.

A communal makeup play station, complete with touch screens, will also play step-by-step how to videos, with customers able to trial products.

Maybe spending some time here will help morph me into a cool girl, getting me one step closer to my dream of being able to nail a winged eyeliner in one go.


Leave a comment


According to the best in the business.
With a very comprehensive nine shades per palette.
I’m not even sure if we’re doing it to appease the patriarchy anymore.
The announcement came yesterday via Instagram.
Red and yellow and pink and green…
Spanning sheet masks, cleansers, moisturisers and more.
The hair director of Australia's Next Top Model knows what's up.
We know what you're getting for your next birthday.
ModiFace will help you browse, try and buy.
A matcha made in heaven.
The possibilities are endless.
For those of you who share in this weird fascination.
Learn from one of the best make-up artists in the biz.
What it’s really like growing up in a cosmetics empire.
Another starlet joins the MAC family.
Goodies from ghd, Morrocanoil, Guinot, Ecova, asap, Dermalogica and Loreal. Agh.
No, they are not the same as a moisturiser.
Could this be bigger than their Alexander Wang collab?
Makes sense when you’ve got those killer cheekbones.
Because lipstick is the best accessory.
Beauty blog Into The Gloss launch their beauty line, Glossier, and they’re on a mission to redefine the beauty game.
New look for the British It Girl.
Ladies and gents of FJ, we’ve got good news. Beauty destinations of choice, Mecca Cosmetica and Mecca Maxima, are officially...
A foray into fragrance can be damaging, but when J. Crew take the plunge, you know it’s going to be good.
Champagne flowed, a nail polish collaboration was launched and most importantly, there were donuts.
Rihanna has teamed up with beauty magnate MAC once again.
Learn how to create a beautiful winged eye in four easy steps PLUS win a Benefit gift pack
Bobbi Brown picks Kate Upton as the face of Sand and Surf.
We hit up Joey and Rob from ELEVEN Australia for some insider tips, nifty tricks and picked their brains on how they made it in...
Bobbi Brown has opened their first stand-alone store. Cosmetics lovers rejoice!
We review The NARS Matte Multiple - use it on your lips, cheeks and eyes
FJ fave Victoria Martin shows us her top five red lipsticks and teaches us how to apply them like a pro
Hair stylist Adlena Dignam shows us how to style an effortless, messy bun in five easy steps.
Curling your eyelashes is one of the most simple beauty steps and yet, people so often skip it when doing their makeup.
Benefit Cosmetics summoned beauty bloggers court - for being too sexy
We've rounded up five of the best highlighters and illuminators to help you achieve a perfect winter glow