Myer is undertaking the most significant transformation of its beauty department in the retailer’s history, sharpening its focus on makeup through a series of new and expanded brand partnerships, including a deepened relationship with MAC Cosmetics.
The move comes at a time when legacy department stores globally are reassessing their beauty strategies to compete more directly with both specialist retailers and digitally native brands. In Australia, beauty remains one of the strongest drivers of in–store foot traffic and customer acquisition, with makeup experiencing particularly resilient demand amid broader softness in skincare and fragrance. Against this backdrop, Myer’s strategy places makeup at the front of its beauty reset.
With the scheduled May arrival of cult favourite Fenty Beauty and 22 new beauty brands added over the past year, Myer is rapidly building a heavyweight makeup lineup to strengthen its position in the wider beauty category.
From mid-2026, Myer will become the sole department store partner for MAC Cosmetics marking a significant strategic milestone in the retailer’s beauty transformation. Department store exclusivity deals with marquee brands like MAC are increasingly important as stores seek to differentiate their beauty floors from both multi-brand specialists and online marketplaces.
The expanded partnership builds on Myer’s existing portfolio of department store exclusives, including Benefit Cosmetics and Fenty Beauty, and is designed to elevate the in-store experience through increased makeup-artist expertise and more immersive, service-led engagement across Myer’s beauty floors.
Myer Chief Merchandise Officer Belinda Slifkas said the strategy is firmly focused on capturing a new generation of beauty consumers, with makeup positioned as a key gateway category.
“Myer is firmly focused on winning the younger beauty customer, and every move we make is anchored to that strategy,” Slifkas said. “We know makeup is a great entry point for engaging new customers, before exploring other categories such as skincare, fragrance or apparel.”
Slifkas said the strengthened MAC partnership reflects Myer’s broader ambition to modernise its beauty offer and drive renewed relevance with younger shoppers.
“Deepening our partnership with MAC reflects our commitment to delivering the best in global beauty, while continuing to evolve our offer for a new generation of Myer customers. With MAC’s artistry and continued innovation, we’re excited to bring even more expertise, energy and inspiration to our beauty floors nationwide.”
The new service-focused model will debut in full at Myer Sydney’s beauty hall, which is set to begin redevelopment in the coming months and reopen by the end of the year. The redesign is expected to incorporate dedicated makeup zones, enhanced sampling environments and integrated consultation spaces, all tailored to appeal to younger, experience-seeking consumers who value engagement as much as transaction.
Read issue 85 of Retail Beauty below:
