Company Overview
Adore Beauty is Australia’s leading online beauty retailer. Its vision is to help women feel more confident every day by delivering an empowering and engaging beauty shopping experience personalised to their needs.
A 3-year strategic plan, unveiled in November 2024, will see Adore Beauty evolve from a pure e-commerce player to a leading omni-channel beauty authority, delivering a step change in revenue growth and profitability.
History
In 2000, Kate Morris and James Height started Australia’s first beauty e-commerce site from a garage in Melbourne. The Company began by partnering with local brands and eventually signed Adore Beauty’s first international brand, Clarins, in 2006. Adore Beauty developed its identity as a trusted, reputable online retailer of beauty products over time as it continued to partner with leading beauty brands globally.
Over time, Adore Beauty has evolved into an integrated content, marketing and e-commerce retail platform in order to better meet customer needs. In 2016, Beauty IQ was launched in its current form, which is Adore Beauty’s in-house editorial content platform including beauty news, reviews, tips and expert how-to articles to educate the customer to make empowered purchasing decisions.
In 2018, Adore Beauty moved into a new warehouse and upgraded its warehouse management system to support future growth in the business.
In 2019, Adore Beauty launched its dedicated New Zealand website.
In 2020, Adore Beauty listed on the Australian Stock Exchange (ASX).
In 2021 Adore Beauty Adore Society, a 3 tier exclusive loyalty program signing up over 90,000 members in its first 3 months.
In 2021 Adore Beauty launched Retail Media, offering marketing products & services to 250+ brands.
In 2022 Adore Beauty launched its first Private Label Brands, Viviology & AB.
In 2023 Adore Beauty launched Subscribe & Save, offering automated 6–12-week replenishment of frequently used products
In 2024 Adore Beauty launched its first cosmetics range under AB LAB
In 2024 Adore Beauty acquired premium Australian beauty and wellness brand, iKOU
In 2024 Adore Beauty outlined its 3-year strategy to become a leading omni-channel beauty retailer, with a plan to open 25+ retail stores nationally
Awards & Achievements
Adore Beauty has been recognised as a leading Australian online-only retailer and as a high growth business. Awards and achievements have included:
- Power Retail Most Loved Retailer Ages 34+ in 2024
- Power Retail Top User Experience 2023
- Finder’s Best-rated Make-up Retailer 2023
- Australian Podcast Awards’ Best Branded Podcast 2023
- AFR Best Places to Work 2023 runner-up in the retail, hospitality, tourism & entertainment category
- Power Retail All Stars Top 100 Online Retailers and Top Customer Rated Online Store in Australia in 2018;
- Deloitte Tech Fast 50 and Asia Pacific Tech Fast 500 from 2013 to 2019;
- Top Email Marketing from All Star in 2019; and
- Power Retail Top Innovator, Top Customer Experience, Top User Experiencer in 2020.