Adore

Adore Beauty is an Australian beauty retailer founded in 1999 by Kate Morris and James Height. The company began as an online-only business operated from Morris's garage and developed into a multi-brand platform selling skincare, makeup, haircare, fragrance, body care, wellness products and beauty tools. Australia remains its principal market. The business is headquartered in Northcote, Melbourne, and has historically differentiated itself through a broad digital assortment, product education, editorial content, beauty advice, sampling, delivery services and customer loyalty initiatives. The founders initially stocked two small Australian brands, Baiame and Santalia. The business added its first mainstream brand, Bloom, in 2002 and later attracted international prestige brands, including Clarins in 2006. Its assortment expanded substantially during the 2010s. Adore Beauty became an authorized online agent for Estée Lauder Companies brands including Clinique, Bobbi Brown and Estée Lauder in 2014, helping strengthen its position in premium beauty. By 2016 it was reported to carry approximately 150 brands and 10,000 products, with an assortment spanning both Australian and international suppliers. The company also developed technology and content-led services around beauty purchasing. Its Findation foundation-matching service compared foundation shades across a large product database and was intended to reduce uncertainty in online cosmetics shopping. Adore Beauty experimented with international expansion through a Tmall storefront in China in 2016, although Australia remained the core market. Ownership and leadership changed several times as the company scaled. Woolworths acquired a minority stake in 2015, which was bought back by Morris in 2017. Morris subsequently sold a majority stake to Quadrant Private Equity in 2019. Adore Beauty appointed Tennealle O'Shannessy as chief executive in 2020 and completed its ASX listing in October of that year. It launched the Adore Society loyalty program in 2021 and introduced private-label skincare through Viviology in 2022, followed by AB Lab later that year. The company broadened beyond online retail in 2024 by acquiring Ikou, an Australian wellness and skincare brand with stores in New South Wales. The transaction gave Adore Beauty a physical retail presence and added a brand platform that could support private-label and wellness growth. Under CEO Sacha Laing, the group announced plans for a wider store network. Its first Adore Beauty physical store opened in February 2025. In June 2025, the loyalty program was renamed Adore Rewards and moved to a cashback-oriented model. Adore Beauty therefore combines digital multi-brand retail, owned brands, loyalty and content with an emerging store network.

A digitally led, multi-brand Australian beauty retailer combining curated premium and mass beauty products with education, personalized guidance, loyalty benefits, private labels and an expanding physical-store network.

Product categories. Skincare · Makeup · Haircare · Fragrance · Body care · Wellness products · Beauty tools