Mask Pacific Fair Store Grand Opening

After captivating over 350,000 customers online, generating over $50 million in total revenue, and becoming popular for its cheeky scents and bold personality, Mask is officially opening the doors to its first-ever retail store at Pacific Fair Shopping Centre on Saturday, 20 September.

The new store is a fully immersive fragrance playground, featuring a scent-sampling bar, lifestyle-led product displays, and interactive touchpoints designed to shake up the traditional home fragrance experience. Customers can spray everything, smell everything, and discover their signature scent on the spot.

Launch day will be buzzing with excitement, including an appearance from Murray the Maskot (Mask’s cheeky mascot), fun photo opportunities, and plenty of content-worthy moments. It’s a perfect weekend plan for families, fragrance lovers, and anyone curious to explore the brand in real life. Gold Coast locals will want to line up at 9am: the first 300 people through the door will receive a 4-pack of air fresheners for free.

Founded in 2019 by husband-and-wife duo Jason and Cassie Morrisby, Mask started with a simple idea: home fragrance should be fun. What began as a passion project has grown into a cult online brand known for its wild scent range (think: Musk Sticks, Fairy Floss, and even Golden Syrup Dumplings), and fiercely loyal community.

“We’ve loved connecting with our customers online, but nothing beats the magic of physically interacting with the brand.” said Cassie Morrisby, co-founder of Mask. “Our new store is a space where our community can step straight into the Mask world. And this is just the beginning, we’re planning to open more locations around the country next year.”

“We saw a gap in the home fragrance market where most brands had dull scents, so we set out to disrupt the industry, and people love it,” said co-founder Jason Morrisby. “We wanted the store to be experiential because that’s the future of retail. Walk in, spray anything you like, and just have fun.”