Jo Horgan built MECCA into a beauty powerhouse by betting everything on a single idea: that Australian women deserved better. In 1997, she sold her house and opened a tiny store in Melbourne’s South Yarra.
Today, MECCA Brands controls over 25% of Australia’s prestige beauty market, operates over 110 stores across Australia and New Zealand, and employs more than 7,000 people.
Since you’re reading this post, you might already recognise the MECCA name (just like most people do). And like many others, you may not know much about the founder behind it, or how she turned four loss-making years into a business worth hundreds of millions.
Well, this article will dig deeper than a quick “Jo Horgan net worth” search. You’ll get the full story, her business strategy, and lessons any founder can learn from.
So let’s start with who Jo Horgan actually is.
Who Is Jo Horgan? Early Life, Career and Retail Foundations
Jo Horgan is the founder and co-CEO of MECCA Brands, which is Australia’s largest prestige beauty retailer. She grew the company from a single Melbourne store into more than 110 locations over nearly three decades. To understand how she did it, you need to know where she came from.
Early Life and Family Background
Jo, the Australian female entrepreneur, was born in London and spent most of her childhood in the UK. Her family later moved to Australia and settled in Perth.
Growing up, Jo watched both her parents run businesses. Her father owned factories that made yarn and clothing for Marks & Spencer. And her mother ran a mail-order fashion company. This exposure to two different business models gave Jo an early look at what entrepreneurial life really looked like.
Her parents also placed a strong focus on education. They supported her in choosing a path that suited her interests. So Jo chose English literature at the University of Western Australia. Then, she completed a Master’s in mass communications at Boston University (not the typical business background you’d expect).
Building a Career at L’Oréal
After finishing her studies, Jo landed a product manager role at L’Oréal UK in 1992. Two years later, she moved back to Australia and worked her way up to group product manager.
This period influenced how Jo saw retail. She first noticed that department stores controlled the beauty shopping experience. And that they often pressure customers with hard sales and crowded displays, which made it hard to find what they wanted.
Then she realised this happened because the setup was largely designed by men who didn’t understand what women wanted. Jo saw the same gap in Australia, and it left a lasting impression.
How Early Experience Influenced Founder Jo Horgan
Jo’s time at L’Oréal taught her two things:
- Customers wanted better experiences.
- Small details, like packaging, product placement, and personal service, had a much bigger impact on sales and customer satisfaction than most retailers recognised.
She also stayed curious about global trends. Because around the same time, niche beauty brands like Glossier in New York and Byredo in Paris were growing and gaining loyal customers. Indie concept stores like Wolf & Badger in London were also attracting shoppers with their unique products and experiences.
Jo noticed that these brands stood out from traditional stores, so she paid close attention to what made their shopping experiences feel new and different.
These observations gave Jo an idea. She started imagining a store where customers could browse freely, try products without pressure, and get honest advice from staff who genuinely wanted to help.
Why Did Jo Horgan Start MECCA?
Jo Horgan started MECCA because she spotted a gap in the Australian beauty industry that nobody else was filling. As we mentioned earlier, she noticed this problem while working at L’Oréal. Department stores controlled how women shopped for makeup, and the experience felt broken.
This is what the Australian beauty market looked like before Jo stepped in.
The State of the Beauty Industry Before MECCA
Before MECCA existed, Australian women had limited ways to buy prestige beauty products. Most of the time, they had to go to department stores, where each brand was placed at its own counter and comparing products was difficult.
This setup made shopping difficult. Sales staff also worked on commission, so their recommendations often came with pressure to buy. The whole retail experience felt stressful and frustrating.
The Idea Behind MECCA Cosmetica
As we mentioned, Jo’s travels through London, Paris, and New York gave her a fresh perspective on retail. Back then (in the late 1990s), she noticed that brands like NARS, Urban Decay, and Stila were gaining popularity overseas but were not available in Australia.
This is when Jo had the idea for MECCA Cosmetica, where customers could browse multiple brands in one space. The inspiration might’ve come from overseas, but Jo built the vision specifically for Australia.
Launching the First MECCA Cosmetica Store in Melbourne
In 1997, Jo took a major risk. She sold her house and used the money to open the first MECCA Cosmetica store on Toorak Road in South Yarra. At just 29 years old, she stepped into the business world with everything on the line.
However, starting the store came with immediate challenges. She had originally wanted a spot on Chapel Street, but the rent was too high for a new business, so she chose Toorak Road instead. Opening a brick-and-mortar store also added financial pressure, and MECCA lost money for its first four years. Jo’s accountant even warned her that the business might not survive.
Despite these challenges, Jo and her partner Peter Wetenhall stayed committed. They believed in the idea and refused to walk away, even when the numbers said otherwise.
First MECCA Store and the Growth of MECCA Brands
Jo Horgan grew MECCA from a single store on Toorak Road into one of Australia’s largest beauty retailers. Now, MECCA Brands operates more than 110 stores.
So how did a small Melbourne boutique become a national powerhouse? Let’s break it down.
What Made the First MECCA Store Different
The first MECCA store stood out from traditional department stores because it put customers in control. As we touched on earlier, department stores at the time kept brands separate and pushed sales through commission.
MECCA changed that by bringing multiple brands together in one space and training staff to give honest, pressure-free advice. And Jo made this possible by focusing on staff education from day one. Her staff received extensive training so they could give genuine advice instead of rehearsed sales pitches.
This focus on trust quickly paid off, as customers kept returning because they felt respected rather than pressured.
Growth of MECCA Brands Across Australia and New Zealand
MECCA expanded steadily over the years. The company launched its online store in 2001, well ahead of most Australian retailers. Then, six years later, in 2007, MECCA opened its first store in New Zealand.
As the business grew, Jo and her husband Peter Wetenhall chose each new location carefully. Since they kept the company private, they had full control over how fast the business grew. This allowed them to maintain the same customer focus that made the original store successful.
Key Brands: MECCA Cosmetica, MECCA Maxima and MECCA Max
With the expansion of MECCA Brands, Jo introduced different store formats, named MECCA Maxima and MECCA Max, to reach different audiences. MECCA Cosmetica still stayed true to its roots as a prestige boutique with high-end skincare and fragrances.
MECCA Maxima was launched in 2010 as a larger store format. It focused on younger shoppers who were looking for trendy makeup at prices they could afford. Then, seven years later, in August 2017, MECCA introduced MECCA Max, an affordable product line starting at just $5.
This is how MECCA manages to serve different customer segments while keeping the same commitment to quality.
Why the MECCA Store Model Works
The MECCA store model works because every decision starts with the customer. Staff focus on giving honest advice instead of promoting the products that earn the highest commission. And the stores carry more than 200 brands (about 70% of these are exclusive to MECCA in Australia).
Jo designed the entire retail model around one simple promise: to help people look and feel their best. And that promise is visible in every part of the MECCA experience.
Jo Horgan’s Net Worth and MECCA’s Financial Success
While exact figures are hard to pin down, Jo and her husband Peter Wetenhall debuted on the Australian Financial Review Rich List in 2021. They were listed with an estimated combined wealth of $658 million. More recent estimates from Forbes Australia suggest that Jo Horgan’s personal net worth is around $600 million.
The reason you won’t find a precise Jo Horgan MECCA net worth figure comes down to one thing: MECCA Brands is a private company. So unlike other publicly listed retailers like Sephora or Priceline, MECCA doesn’t have to disclose detailed financials.
However, what we do know is impressive. The company also controls around 25% of Australia’s prestige beauty market.
Leadership Style of Founder Jo Horgan and the Co-CEO Model
Founder Jo Horgan leads with a mix of humility and determination. She often quotes Jim Collins: “The X factor of a great leader is humility combined with will”. This philosophy guides how she runs every part of MECCA.
Here’s how Jo and her team keep the company moving forward.
The Leadership Philosophy of Founder Jo Horgan
As you can guess by now, Jo’s approach comes down to two things: put customers first and think long-term. In other words, she doesn’t pursue short-term wins if they could harm the brand’s reputation or the overall customer experience.
The Australian entrepreneur also stays curious, which fuels her constant learning. She reads business books, listens to podcasts like Acquired, and takes her leadership team to places like Stanford’s design school. This is how she makes sure that MECCA continues to stay sharp, even after nearly three decades in business.
The Co-CEO Structure at MECCA
Jo’s husband, Peter Wetenhall, joined MECCA as co-CEO in 2005, and since then, they have run the company as equal partners.
This co-CEO model split the responsibilities between the two. Jo handles the front end, which includes customers, brands, and store experience. On the other hand, Pete manages the back end, which covers operations and finance. And to stay coordinated on all business decisions, they walk together each evening and talk through everything happening in the business.
Building a Culture That Powers Growth
It’s no surprise that MECCA’s culture focuses on empowering women. Jo, a member of Chief Executive Women, built the company to be led by women from the start.
The company also invests heavily in its team. In fact, MECCA spends around 4% of its turnover on education and staff development. Plus, during Monday meetings, staff share mistakes openly as learning moments rather than failures. This culture of openness creates strong connections between empowered team members and the customers they serve.
Personal Life, Recognition and Influence Beyond MECCA
Outside of work, Jo Horgan has built a rich personal life with her husband, Peter Wetenhall. The pair first met while studying in the US and now have two children together.
As we covered earlier, they also run MECCA side by side as co-CEOs. To separate work from home, Jo and Pete also use their evening walks to talk through the day before switching off. This simple routine helps them stay connected as both partners and parents.
Jo also dedicates time to causes she cares about:
- National Gallery of Victoria Foundation: As a board member, she helps guide programs that fund exhibitions, support artists, and promote arts and cultural initiatives across Victoria.
- Edward Wilson Trust: Jo’s also a board member of this philanthropic trust, where she guides initiatives to improve education, health, and opportunities for women and children.
- MECCA’s M‑POWER program: In 2017, she launched MECCA’s M‑POWER program, which promotes gender equality by helping girls access education, health services, and opportunities to build a better future.
And these efforts have earned her significant recognition. In 2018, she won the EY Entrepreneur of the Year Australia Award, and in 2025, she was named Melburnian of the Year for her contributions to retail and the city. These honours highlight the impact she has made beyond MECCA.
What You Can Learn from Jo Horgan’s Journey
Jo Horgan didn’t build MECCA by accident. Every major decision followed a clear set of principles that anyone can apply. If you’re running a business, starting one, or simply trying to grow in your career, her approach offers valuable takeaways:
- Spot Gaps Early: Jo noticed Australian women wanted a better beauty shopping experience years before competitors caught on. That early awareness gave her a head start that others couldn’t match.
- Build an Experience First: MECCA sells makeup and skincare, sure. But you understand by now that the customers keep coming back because of how the store makes them feel (not particularly just what it sells).
- Stay Customer-Focused: As we’ve seen throughout her story, every decision at MECCA ties back to the customer. So if you’re unsure which direction to take, ask what serves your customers best.
- Play the Long Game: Quick wins can be tempting, but Jo spent decades building something sustainable instead. That patience paid off by building the trust and loyalty that short-term thinking could never have created.
- Invest in People: MECCA wouldn’t be as successful without a strong team behind it. And so Jo puts her people first because she knows they manage every customer interaction.
Jo built MECCA Brands by keeping her focus on customers and her team above everything else. She even prioritised connection over shortcuts. So we think these lessons apply across retail, entrepreneurship, and career growth.
Why Jo Horgan’s Story Is Still Important Today
Jo Horgan’s story is still important because it shows what’s possible when you combine vision with patience. She built something lasting in a world that often rewards shortcuts.
So, what stood out to you most? Maybe it was how she spotted a gap no one else saw. Or perhaps it was the way she balanced running a company with raising a family alongside her husband, Pete.
Whatever resonates, her journey offers plenty to learn from. Founder Jo Horgan started with a single store on Toorak Road in Melbourne. Nearly three decades later, MECCA has become Australia’s largest prestige beauty retailer.
Along the way, she changed how the retail industry approaches customer experience. And she clearly showed that women can build and lead billion-dollar brands without following someone else’s playbook.
MECCA Brands didn’t happen overnight, and that’s exactly what makes it worth studying.
Want more stories like this? Check out Australian Business Magazine for insights on founders, strategy, and building something that lasts.
FAQ About Jo Horgan and MECCA
Still have questions about Jo Horgan and how she built MECCA? Here are quick answers to the most common ones.
What Is Jo Horgan Known For?
Jo Horgan is known as the founder of MECCA, Australia’s largest prestige beauty retailer. She grew the company from a single Melbourne store into a brand with over 110 locations across Australia and New Zealand.
Is MECCA An Australian-Owned Company?
Yes, MECCA is a privately owned Australian company that Jo Horgan founded back in 1997. She still runs it today alongside her husband and co-CEO, Peter Wetenhall.
When Was The First MECCA Store Opened?
The first MECCA store opened in 1997 on Toorak Road in Melbourne’s South Yarra. Jo funded it by selling her house when she was just 29 years old.
What Makes MECCA Different From Other Beauty Stores?
MECCA stands out because of its curated brands, expert staff, and focus on customer experience. Unlike department store counters, shoppers can browse freely and get honest advice without any sales pressure.
Who Is Jo Horgan’s Husband?
Jo Horgan is married to Peter Wetenhall. He joined MECCA as co-CEO in 2005. Together, they run the business while raising their two children.
What Industry Does MECCA Operate In?
MECCA operates in the beauty and retail industry. The company sells skincare, makeup, fragrance, and wellness products through both physical stores and its online platform.
Is Jo Horgan Still Involved In MECCA Brands?
Yes, Jo Horgan remains actively involved as co-CEO and founder. She continues to manage the company’s direction, culture, and how it serves customers.
