MECCA, a prominent Australian beauty retailer, has become the latest member of the Australian Influencer Marketing Council (AiMCO).

Founded by Jo Horgan, MECCA opened its inaugural store in Melbourne in 1997 and has since expanded to become Australia's largest prestige beauty retailer. The company now serves over four million customers annually and operates more than 110 stores across Australia and New Zealand, offering products from over 200 brands.

The retailer employs a workforce of 7,000 people across its Support Centre, Distribution Centre, and store network. MECCA's approach to influencer marketing is described as multi-tiered and future-focused, with aims for both cultural impact and commercial return. The company collaborates with high-impact talent and invests in a network of emerging creators, educators, tastemakers, and cultural voices.

Meccaworld, the company's creator advocacy framework, is designed to foster relationships, brand love, and community connection. Signature programs under this framework include MECCA Muses, the Charlotte Tilbury Glow Squad, and the NARS Artistry Program. Additionally, MECCA has launched the MECCA Beauty Exchange Program, which focuses on micro and nano creators.

Lucy Asker, Head of PR & Influencer at MECCA, stated, "Creators are at the heart of how we tell stories and connect with our community. Being part of AIMCO allows us to continue raising the bar on how we collaborate, measure impact, and lead with purpose in a rapidly evolving media landscape."

AiMCO, established in 2019, includes leading global and Australian brands, national media, and marketing agencies. Earlier this year, AiMCO hosted two sold-out beauty influencer marketing sessions in Sydney and Melbourne.

Patrick Whitnall, AiMCO Managing Director, commented on MECCA's role in the influencer marketing landscape: "Beauty brands have been at the forefront of influencer marketing in Australia and globally, and MECCA has consistently demonstrated how to connect with audiences in ways that feel authentic and creative. From tutorials to behind-the-scenes storytelling, MECCA has shown a willingness to innovate, experiment, and build meaningful long-term relationships with beauty fans."

Whitnall further expressed enthusiasm about the new partnership, saying, "We are delighted to welcome MECCA as part of AiMCO and look forward to working together to continue shaping best practice and driving the sector forward."