The Australian Influencer Marketing Council (AiMCO) has welcomed prestige beauty retailer MECCA as its newest member, marking another major move in the rise of the creator-led economy.
It’s a smart bet, at least according to Business Insider, which reports the creator-led economy is now worth more than AUD$387 billion globally and expected to double within five years.
For MECCA, which has spent nearly three decades redefining Australia’s beauty landscape, joining AiMCO signals a deeper commitment to creative partnerships that blend brand love with measurable impact.
Speaking to Mediaweek at ADMA 2025, CMO Kate Blythe said she hoped customers saw how her team go beyond selling product or brand.
“It is about customer connection, experience and inspiration and genuinely having that heart connection with our customers,” she said.
CMO Kate Blythe
From swatches to storytelling
MECCA’s influencer strategy has long been one of the most sophisticated in the local market.
Long before “get ready with me” videos and GRWM (get ready with me) became marketing staples, MECCA was blending authentic storytelling with commerce through trusted creators.
Its approach is multi-tiered: high-impact talent drive major launch buzz, while emerging creators, educators, and cultural voices shape long-term engagement and credibility.
At the heart of that approach sits MECCAWORLD, an advocacy framework that builds lasting partnerships across all tiers of influence.
Programs like MECCA Muses and the Charlotte Tilbury Glow Squad spotlight brand ambassadors, while initiatives such as the NARS Artistry Program and the Beauty Exchange Program nurture professional artists and micro creators alike.
Together, they form a diverse, values-driven community that fuels both cultural and commercial momentum.
“Creators are at the heart of how we tell stories and connect with our community,” said Lucy Asker, Head of PR & Influencer at MECCA. “Being part of AIMCO allows us to continue raising the bar on how we collaborate, measure impact, and lead with purpose in a rapidly evolving media landscape.”
Lucy Asker, Head of PR & Influencer at MECCA
Beauty brands keep leading the pack
For AiMCO, MECCA’s membership underscores how central creators have become to brand storytelling.
Managing director Patrick Whitnall said: “Beauty brands have been at the forefront of influencer marketing in Australia and globally, and MECCA has consistently demonstrated how to connect with audiences in ways that feel authentic and creative. From tutorials to behind-the-scenes storytelling, MECCA has shown a willingness to innovate, experiment, and build meaningful long-term relationships with beauty fans.”
Since its 2019 launch, AiMCO has built a membership base of leading brands, agencies and media companies, and demand for creator marketing insights has only grown.
Earlier this year, the council’s beauty influencer sessions in Sydney and Melbourne sold out, reflecting both the industry’s appetite for better measurement and the power of creators to shape buying behaviour.
Meanwhile, a recent study from Sprout Social found that 61% of consumers place more trust in creator recommendations than in traditional brand advertising.
Founded by Jo Horgan in 1997, MECCA now operates more than 110 stores across Australia and New Zealand, serving over four million customers a year (including this writer) and employing 7,000 people.
And if this partnership plays out like the writing on the wall, those figures will only continue to grow.