Scenes of absolute mayhem in Queen Street Mall this morning as hundreds of makeup fanatics eagerly await the reopening of Brisbane CBD's Mecca Maxima store.
It's undergone a massive renovation and will open as the world's largest Mecca store with over two levels, 60 brands and about 5,000 individual products.
And to sweeten the deal, the first 1,000 customers through the doors on Friday morning get their hands on an Urban Decay Naked Smoky Palette, valued at $80.
Local Ines Obermair has been lining up since 6:30am with friends, but she said some girls had even camped overnight to snatch the freebies, even though temperatures were in the single digits.
"The line goes all the way from the Wintergarden, right up to the Casino end of the mall! But it's really cool, everyone is getting little gift bags and pink hats and everything, so it's really exciting," she said.
The store opens at 9am.