The New Cult Brand Landing at Mecca Maxima This Week

Certain beauty products inspire a rabid following. But how did experimental brand Urban Decay enter the infamous Cult Classic Hall of Fame alongside Diorshow and YSL Touche Éclat?

Perhaps the words “Naked Palette” ring a bell. (Word on the street is that one of Urban Decay’s Naked products are sold every three seconds.) And it’s not just the neutral game they’ve got on lock — those 24/7 glide-on eye pencils are as bold as they are brilliantly soft.

Not familiar with the Urban Decay brand? That might because until this week, you could only get the good stuff when galavanting overseas. But now you can finally get your hands on them without pestering your American friends, because Urban Decay is coming exclusively to Mecca Maxima this Friday 27th March. The countdown is on.

If you want to try this product first hand, get your beauty sleep and snag a spot in line early because UD isn’t sneaking in under the radar. All 17 Mecca Maxima stores around Oz are getting the range so at least there’s plenty to go around. Or if you already know the must-haves then you can sleep in and at 9am on the dot, log into mecca.com.au and shop in your pj’s.

This is one cult you won’t regret enlisting in.