Hundreds lined Wellington’s Willis St this morning waiting for the doors of MECCA Maxima to open for the first time.
The makeup megastore is the first in the North Island following the launch of a Christchurch shop in November last year.
Some shoppers had queued for over 24 hours.
Annabel Szabo was at the front of the line wanting to be the first to get her hands on the hundreds of products on offer.
“I've been like for days on the website seeing what I could get and I was like OK making my list of what I want,” she said.
And it’s the access to international brands that are further exciting customers, particularly beauty blogger Annalee Muggeridge.
“For years I have always been quite envious that they've never been so readily available to us and I think it's just that accessibility that's available now to us which is so exciting.”
With 33,000 Instagram followers and doing make up tutorials on YouTube Ms Muggeridge said she’s seen a real increase in interest in makeup.
“There's something about it in the last two years it's become a huge trend I think there's a lot of diversity with it now there's a lot of different influences out there that really relate to a lot of different people and I think people can find this really amazing connection when it comes to make up,” she said.
MECCA Maxima Wellington is the fifth in New Zealand’s MECCA store network and there are plans to continue expanding.