Homegrown brands – dubbed A-Beauty by the local beauty giant Mecca – are primed to address the region’s unique demands. The growing Australian-owned skincare market was valued at $2.85bn in 2024 and is expected to reach $4.22bn by 2033, according to market research firm Imarc Group. “A-Beauty is shaped by the Australian way of life, a climate that demands protection, a culture that embraces the outdoors and customers who want products that work hard without overcomplicating their routines,” says Mecca’s chief brands and buying officer Lea Cranfield, of the mix that includes its in-house Mecca Cosmetica line.