Beauty bedlam peaked this month, at Meccaland 2019 in Sydney — dubbed “The Ultimate Beauty Festival”.
Now in its 2nd year, Meccaland is exactly as its name suggests: an absolute mecca for all things skincare, makeup, and cosmetics — brought to beauty-junkies in the form of a three-day festival of fun (and free samples).
It’s virtually impossible not to get excited on entry. Complete with dazzling confetti, bright lights, high-energy club music, and a mini ferris wheel, it was everything you’d expect in a festival — with the added benefit of over 40 beauty brand booths, make-up masterclasses, and life-sized installations — the event was an instagrammer’s dream.
Guests got to get up close and personal with the industry’s biggest superstars, and learn makeup tips from the masters on the Meccaland mainstage. Many guests had registered to meet and greet their favourite online influencers, like Chloe Morello, Elle Ferguson, and Emma Chen to name a few.
There can be no doubt that social media has in the last decade, revolutionised the way we both perceive beauty, and utilise make-up. The beauty fandom was real at every brand booth — each with their own hashtag designed for photo-taking, and picture sharing.
A Fun Pass ticket to Meccaland got you a complimentary tote-bag and water bottle, plus other bits of Meccaland merch. Organisers had thought of everything: live updates, water-refill stations, and places to charge your phone — since #Meccaland is an event completely and utterly designed to be shared online. The social nature of the event added to the hype and excitement of the atmosphere in the hall.
What pleasantly surprised me about Meccaland was that its vibe was such a positive and inclusive celebration of beauty, with words like “confidence is the best makeup” and “beautiful inside and out” sprawled across the furnishings. I was also impressed by diverse faces and races representing Mecca both online, offline, and at the festival itself.
Jo Horgan, Founder of the brand Mecca Cosmetica says “the social platforms have been the greatest gift to beauty, because I feel that everybody can express themselves”.
With five immersive and interactive “worlds” at the festival, every beauty brand booth was set up with experiences, trials and opportunities to book in for hair and makeup services. The event allowed for customers to see, feel, touch, and try beauty products in a relaxed and playful environment.
With photo-booths and tonnes of product samples, many guests left having been inspired to buy a bunch of new beauty favourites, or limited edition releases from their favourite brands: like Hourglass, NARS, and Urban Decay.
Meccaland 2019 was a mind-blowing time. If the festival is back next year, and if beauty is your bag — you gotta glow!
Jill is a Sydney-based journalist who likes sugar, and spice, and all things nice. Follow her on Instagram.
Meccaland is a whole new world for the beauty obsessed. For information about the After Parties, visit their website.