Coachella for Cosmetics: Meccaland, Australia’s First Beauty Festival, Hits Melbourne

MELBOURNE, Australia — There was no Beyoncé at Meccaland but the crowds, screams and dancing might have suggested otherwise.

Put together by Mecca, the leading premium cosmetics retailer in Australia, the three-day festival — an Instagram-fest come to life — was the first consumer beauty event of its kind in Australia. Gathering 25 cosmetic brands and beauty influencers like Heidi Hamoud, Sammy Robinson and Shannon Harris, the festival had snapshot-ready sets at every turn. Stila put together a confetti-filled inflatable igloo; MAC had a Dance Dance Revolution station; YSL a tattoo parlor, and more.