The face of Australia’s shopping malls is changing, according to a report published by The Sydney Morning Herald, as beauty retailers secure ever-more prominent spots usually reserved for fashion brands. In Melbourne’s newly redeveloped Chadstone Shopping Centre, Sephora, Mecca and The Body Shop have all been allocated prime locations.

Chadstone-owner Vicinity Centres Chief Angus McNaughton told SMH that beauty is one of its strongest performing categories. “All health and beauty is now mainstream in a shopping center, whereas historically they were add-ons.”

Sephora opened its first store in Sydney’s Pitt Street mall in 2014, and is aiming to gain a 10 percent share of Australia’s beauty market, while rival Mecca is also pushing hard, racking up a total of 80 stores across New Zealand and Australia by the end of the year, including the new 400 sqm Maxima store, that opened last week in Chadstone, Melbourne.

“Our industry has been enjoying phenomenal growth over the last few years, particularly in Australia where the appetite for beauty continues to snowball,” Mecca Founder Jo Horgan told SMH. “It really is beauty’s moment in the sun.”