For hours on Thursday morning, hundreds of pairs of perfectly groomed brows, boldly outlined lips and highlighted cheekbones waited patiently outside their new place of worship.
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Bright lights, loud music and hot pink bags of free merchandise kept them entertained until the moment beauty superstore Mecca Maxima opened its doors.
Aptly named after the Middle Eastern holy city, Mecca peddles cult beauty buys.
For the young women (and men) who were first inside the Wollongong store, its products are both daily essentials and a way of life.
“I think there’s so many people here because in today’s society people think that wearing make-up is necessary, and it’s also seen as an art and a way of expressing themselves,” Cordeaux Heights 21-year-old Darcey Dilevski said.
For Shellharbour 14-year-old Danielle Beswarick, the hype and glamour tap in to “a community – it’s a way a lot of girls and some guys can connect”.
“Even just walking into the store, you can start up a conversation with someone about it,” she said.