The Zara of beauty: Luxe-for-less brand MCoBeauty launches 48-hour pop-up

Australian luxe-for-less beauty brand MCoBeauty has launched its first major physical space in Australia, but there’s a catch: it’s only open for 48 hours.  The MCoBeauty ‘House of Beauty’, found on Sydney’s Oxford Street, opened to media on Friday, 17 November, and will usher approximately 1,500 ticket-holding fans through its doors on Saturday, 18 November. After that, it’s closed.  According to MCoBeauty founder Shelley Sullivan, the brand has toyed with physical spaces

This content is for IR Pro subscribers only.

Subscribe now to unlock an all-access pass.

IR Pro - monthly

$1 for the first 30 days. (Auto renews at $20 per month.)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now
Retailer’s choice

IR Pro - annual

$199 per year. (Auto renews annually.)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now