Mecca Max

Mecha opened its first store on Tourac Road, South Yarra in 1997 and built the next 20 years around prestige beauty. In 2017, the retailer launched its own value tier, Private Label, sized to compete with Priceline rather than Chanel. Joe Horgan launched Mecha Max in 2017 as a dedicated younger customer line within Mecha. Where the existing house brand Mecha Cosmetica sat in the prestige skincare tier, Mecha Max sat in color cosmetics, priced under 35 Australian dollars. The off-duty blush stick and off-duty contour stick at $22 each became early heroes. The line was sold exclusively through Mecha stores. The architecture of the play was the customer ladder. Mecha's prestige floor stocked a Charlotte Tilbury lipstick at $50 and a La Mer cream above $500.