Market · buyers
Global cosmetic brand target list · 735
Third-party view of each brand: monthly site visits and ranks, parent and listing, public revenue and funding, channels and price tier, in-house vs contract manufacturing (with evidence), public corporate contacts and leaders, analyst-style read and partnership angles.
Public facts only: revenue with year and source, never estimated; traffic from Similarweb public pages (month shown); manufacturing model backed by official or press wording. Enrichment done for 735 brands, 465 with Similarweb monthly visits; the rest are small sites whose figure Similarweb does not show, never estimated. Manufacturing model only from official sites, Wikipedia or legally required manufacturer disclosures; otherwise marked not disclosed.
Australia · Richmond, Melbourne, Victoria, Australia (MECCA Brands HQ; Mecca Max is an in-house brand with no separate headquarters) · Colour cosmetics (makeup), with skincare and fragrance extensions
Mecca Max Site ↗
- 6.1MMonthly visits · 2026-08
- #7,823Global rank
- #2 (Beauty and Cosmetics, Australia)Category rank
- 39.45%Bounce
- 5.33Pages/visit
- 00:03:56Duration
Top regions:Australia 78.03% · New Zealand 12.19% · United States 3.21% · Top source:Organic search 44.24%
MECCA's own fast-growing colour-cosmetics line, confirmed still active and being reformulated/expanded as of mid-2026, sold exclusively through MECCA's 110+ Australia/NZ stores and its mecca.com/meccabeauty.co.nz sites — not wholesaled to other retailers.
- Parent
- Mecca Brands Pty Ltd, trading as MECCA (ultimate holding company RTCH Pty Ltd), wholly owned by founder Jo Horgan and her husband Peter Wetenhall; Mecca Max is an in-house private-label brand launched via MECCA's Mecca Maginations brand incubator · private (subsidiary of privately-held Mecca Brands/RTCH Pty Ltd; not listed) · Founded 2017, launched as one of MECCA's in-house colour-cosmetics brands
- Revenue
- Not disclosed at brand level. Parent RTCH Pty Ltd (trading as MECCA) reported AU$1.43 billion total revenue and AU$125.9M profit after tax for FY2025 (year ended 27 December 2025), up from AU$1.36 billion revenue the prior year, per AFR and MECCA's own FY25 results announcement.
- Channels
- MECCA retail stores (Australia/NZ) and mecca.com; private label exclusive to MECCA, not sold at other retailers
- Manufacturing
- Contract manufacturing · Made in Taiwan (reported for some items per consumer forums; not disclosed by MECCA) — Consumer reports (Reddit r/AustralianMakeup, Beauty Heaven forum, 2017) say Mecca Max items were made in Taiwan, unlike sibling line Mecca Cosmetica's Australian-made products; MECCA's own site does not disclose manufacturing (via Brave search).
- Contact
- General MECCA customer care via mecca.com Contact Us and phone 1800 007 844; corporate line +61 3 9420 7373; MECCA Brands Pty Ltd is headquartered in Richmond, Victoria, Australia. No separate corporate contact is published for the Mecca Max sub-brand.
- Leaders
- MECCA founder Jo Horgan (1997), now Founder & Co-CEO of parent Mecca Brands; co-owner and Co-CEO Peter Wetenhall (her husband), per AFR/IBISWorld; Mecca Max operates under MECCA's in-house brand incubator, described in 2022 by its then chief officer Marita Burke, per Inside Retail Australia.
- Analyst view
- Mecca Max is the in-house, entry-price makeup line of MECCA, Australia's largest prestige-beauty retailer, sold only through MECCA stores and mecca.com rather than as a standalone DTC brand. Traffic figures here reflect the whole mecca.com domain, which also carries Mecca Cosmetica and hundreds of third-party brands. Hero items run $16-38 AUD, well below MECCA's typical prestige assortment. Manufacturing is undisclosed; unverified consumer reports point to Taiwan for part of the range.
- Partnership angles
- Private-label line for a large multi-brand retailer, so competitive OEM pricing and fast reorder turnaround matter more than brand storytelling · No disclosed manufacturer, leaving room for contract producers matching MECCA's quality bar at accessible price points · Frequent new-shade drops reward suppliers who support rapid formula iteration.