What is Adore Beauty? Adore Beauty Review, Features

Founded in 2000, Adore Beauty is the leader of Australia's beauty and skincare shopping site, integrating many well-known global skincare, beauty, hairdressing and perfume brands. Adore Beauty adheres to the belief of advocating beauty, carefully selects products of excellent quality, and continuously innovates to provide consumers with a better shopping experience.

Founding Origin

In early 2000, at the age of 21, Kate Morris decided to open Australia’s first online beauty store in her garage in Melbourne, borrowed $12,000 from her boyfriend’s parents and set out to build a disruptive new shopping experience that empowered beauty consumers. Kate has received many awards and accolades, including Victorian Telecom Business Woman of the Year in 2010, Victorian Business Innovation Award at the Telstra Business Women Awards in 2014, and was inducted into the Australian Women Entrepreneurs Network Hall of Fame in 2015.

Development Status

Adore Beauty now offers more than 220 brands, which Kate Morris believes is one of the company’s core strengths. Another differentiating factor is Adore Beauty’s integrated commerce and content strategy. The retailer has launched shoppable blog posts (in-app purchases) and embedded makeup tutorials and other videos on its product pages.

Development History

-In 2016, Adore Beauty, Australia’s largest beauty e-commerce company, announced its entry into Tmall and entered the Chinese market.

-In 2017, Australian online retailer Adore Beauty quietly closed its Tmall store and chose to use another channel for cross-border trade.

-In September 2019, private equity firm Quadrant Growth Fund acquired a 60% stake in Australian online beauty retailer Adore Beauty. The acquisition came at a time of rapid growth for Adore Beauty, which is 20 years old.