Company Overview

Company Overview

Adore Beauty is Australia’s number one pureplay online beauty retailer. Its vision is to help women feel more confident and fabulous every day by delivering an empowering and engaging beauty shopping experience personalised to their needs. Education and entertainment are core elements of Adore Beauty’s offering – and its platform is a destination for beauty consumers even when they are not seeking to purchase items. The Company aims to be known as a trusted, authentic and credible voice in the beauty and personal care space.

Adore Beauty’s aspiration is to transform the beauty shopping experience and drive online penetration to own the beauty category in Australia and New Zealand, and be the pre-eminent online destination for a broad selection of premium beauty, wellness, personal care products across skin, hair, make up, accessories and close adjacencies.


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).

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 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.