Sephora challenges Mecca for Australian beauty market share

Sephora is battling for dominance in the Australian beauty market, facing stiff competition from established retailer Mecca. The American brand has expanded to 32 stores since 2014, but still lags behind Mecca's market share. Sephora is focusing on exclusive brand partnerships, like Lady Gaga's Haus Labs, and leveraging its global presence to attract Australian consumers. Mecca's success is attributed to its high concentration of exclusive brands and investment in staff training. The Australian beauty market is competitive, with numerous retailers vying for customers. Sephora aims to capitalize on consumer sophistication and offer a diverse range of products, including Australian brands.