Adore Beauty, the beloved online retailer that's captured the hearts of beauty enthusiasts across Australia, has officially opened its first brick-and-mortar store! After 25 years thriving as a digital-only brand, the new location at Westfield Southland, Cheltenham, Melbourne, marks a significant milestone for the company.
Founded by beauty junkie Kate Morris and James Height from her garage back in 2000, Adore Beauty has established itself as one of Australia’s leading beauty destinations, boasting over 11,000 products from more than 300 brands. This weekend, the company took the plunge from virtual shopping to physical retail, igniting excitement among loyal customers eager to explore what the new store has to offer.
The grand opening bright and early on Saturday morning attracted numerous eager shoppers—many lined up outside the store as early as 5 AM! By the time the doors opened at 9 AM, the queue snaked throughout Westfield Southland, reflecting the brand's popularity. “Customers came from far and wide to be the first to experience shopping Adore Beauty IRL [in real life],” shared Anna Beaton, Adore Beauty’s Head of Brand Marketing, during the event. “The whole team was so excited to see the huge response from our community.”
But what exactly can shoppers expect from the new Adore Beauty outlet? The store features products from 50 out of 300+ beauty brands, showcasing top-tier skincare, makeup, and fragrance options. This carefully curated selection provides customers with opportunities to try and test products physically, which is something online shopping simply cannot replicate.
To facilitate the best of both worlds, the store also integrates digital kiosks for shoppers who want to explore Adore Beauty’s complete online collection. If the product is not currently available on the store shelves, it is just a few taps away on the kiosks, making the expansive array of international and Australian beauty offerings accessible.
An exciting additional feature of the store is its personalized digital skin analysis service. Customers can discover their unique skin type and needs using state-of-the-art technology, ensuring they choose products suited perfectly for them. “We all shop for beauty differently, but the common thread is we all want to feel like we’ve found the right product for our unique skin, hair, budget, and lifestyle,” remarked Sarah Mullen, Chief Operating Officer. With services like this, Adore Beauty aims to create meaningful relationships with customers.
Adore Beauty’s entry to physical retail demonstrates the brand’s strategy of blending digital innovation with traditional shopping experiences. “The beauty of online shopping is convenience, but the tactile experience of testing products or getting personalized advice can be invaluable,” the marketing team explained. This store offers just such experiences, making it clearer than ever why Adore sees this move as not just necessary, but also exciting.
The opening day was not only significant for customers and staff but also echoed the company’s commitment to its long-term mission. “Adore Beauty started with a mission to make the world’s best beauty brands more accessible to Australian beauty enthusiasts,” stated CEO Sacha Laing. “Our Westfield Southland store is here for our local community, and we look forward to welcoming new and existing customers for years to come.”
The positive reception from the community highlights the anticipation surrounding this milestone. Judging by social media reactions, many fans applauded the opening, expressing sentiments such as, “Finally, Adore is so much cheaper than other beauty stores!” or “I’ve bought from Adore for years, everything is so much cheaper.”
The brand isn’t just stopping at one location. Plans for additional stores across Australia are already underway, indicating the company is eager to expand its physical footprint. The vision is broad, aiming to construct what they call “a national network of shops,” which will bring the Adore Beauty experience to even more customers.
Importantly maintaining their signature customer experience, Adore Beauty has ensured every customer can still indulge in complimentary Tim Tams—just like online shoppers receive. This delightful treat makes their shopping affair sweeter, reinforcing the spirit of the community-centric approach Adore Beauty embodies.
For Adore Beauty, the recently opened store at Westfield Southland encapsulates two and a half decades of growth, innovation, and customer dedication. Kate Morris herself reflected on the opening, stating on Instagram, “I could not believe the line of dedicated Adorables who had been there since 5 AM!” She expressed heartfelt gratitude to customers, highlighting how proud she felt to see the team realize her dream of creating such a unique and beautiful space.
Whether you’re new to the brand or have been shopping online for years, the new Adore Beauty store invites everyone to come and see what all the buzz is about. Adore Beauty is not just about shopping; it’s about building community connections and celebrating the beauty of choice—all now under one stylish roof!
So if you’re near Melbourne, don’t miss out on this extraordinary shopping experience at 1239 Nepean Highway, Cheltenham. Adore Beauty is ready to welcome you through its doors, blending the best of online and real-life shopping with expert advice and products to suit every beauty need!