Hordes of beauty junkies turned out for the opening of Mecca Maxima on Auckland's Queen St this morning.
The huge makeup store opened at 9am to a line that snaked down Auckland's premier street and around the block. Some in the queue had been there since 3pm yesterday. Others, braving the cold, arrived at 4am today.
According to customers who had been at the front of the line for 18 hours, the drawcard was being able to get their hands on brands never seen in Auckland before.
"It's just all the new brands that we haven't [seen] here before. We're just so excited to see them," the girls at the front of the queue told NZ Herald Focus.
Another said: "It's the makeup in the flesh. Usually, you can only find it online and you get the colours and they're not quite right."