MECCA MAX is the vegan and cruelty-free MECCA-owned makeup brand that celebrates self-expression through colour, leading the company’s partnership with Sydney Gay and Lesbian Mardi Gras.

MECCA was created 25 years ago, when most beauty companies were led by men, to be a place where women could thrive. The company wants to help create a world where everyone feels seen, welcomed and special – people in the LGBTQIA+ communities, people of all genders, people of colour, people with disabilities, First Nations peoples and many more.

Since MECCA opened its flagship store in Sydney in 2020, they’ve activated each Mardi Gras to celebrate LGBTQIA+ communities – including donating and collaborating with Minus18 to provide education for MECCA’s team. They also hosted Mardi Gras- inspired beauty lab education sessions which were led by prominent LGBTQIA+ influencers. Lower booking costs helped make them as accessible as possible.

The company has collaborated with The Equality Institute to create bespoke education for its workforce on Inclusion and Diversity Foundations, Inclusive Language and Conscious Inclusion.

The MECCA M-POWER social change movement was an impact partner for The Dreamlife of Georgie Stone, the documentary story of a transgender teenager and her family who stood strong and fought for agency of trans young people to make their own decisions.