Myer Holdings Limited has announced a significant transformation of its beauty department, with a strategic focus on expanding and elevating its makeup-services offering. The company plans to debut a new service-led model at Myer Sydney’s beauty hall, which is set to begin redevelopment in the coming months and is expected to open by the end of the year. Myer will become the sole department store partner for M·A·C Cosmetics from mid-2026, further strengthening its portfolio of department store exclusive brands such as BENEFIT COSMETICS and Fenty Beauty. The strategy aims to engage a new generation of customers, particularly younger shoppers, by delivering more immersive, service-led experiences, deepening partnerships with leading beauty brands, and expanding offerings in makeup, skincare, fragrance, and apparel.

Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Myer Holdings Limited published the original content used to generate this news brief on February 09, 2026, and is solely responsible for the information contained therein.