Mecca to launch Australia’s first beauty festival: MECCALAND

MELBOURNE has already cemented itself as the fashion capital of the Australia — and now it’s about to become the country’s hottest beauty spot with a new festival launching this April.

MELBOURNE has already cemented itself as the fashion capital of the Australia, and now it’s about to become the country’s hottest beauty spot.

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Australia’s first ever consumer beauty festival, Meccaland, will launch in Kensington this April with 25 of the world’s most coveted cosmetic brands including Too Faced, NARS, Hourglass, Urban Decay, Mario Badescu, Drunk Elephant and MECCA MAX hosting interactive workshops and demonstrations while celebrity beauty vloggers will also be available to share their tips and tricks.

Beauty fanatics can indulge in interactive workshops, touch ups as well as food and music at the new Meccaland festival in April. Picture: Tony Gough

Makeup addicts can put their best face forward with photo booths, touch ups and limited edition products available to purchase while Meccaland’s carnival atmosphere also takes inspiration from Coachella and Glastonbury with music, food and beverage offerings and goodie bags.

With Australia’s beauty industry now worth more than $2 billion a year, Mecca founder, Jo Horgan, says the time was right to launch Australia’s first beauty festival.

“Meccaland will bring together our community of diehard Mecca beauty junkies for our first-ever festival. It’s a celebration of the best the beauty world has to offer in an interactive, theatrical, fun-filled environment,” Horgan says.

“We’re looking to create an immersive beauty experience similar to what you might see at a music festival; in a nutshell, think Coachella vibes sprinkled with all things beauty — this is completely unique, it’s the first of its kind,” she said.

Tickets will be released to the general public on Tuesday 27 February at 7:30am. Tickets are $49.

MECCALAND, 2 Chelmsford Street, Kensington from April 13-15