Beloved online beauty destination Adore Beauty will open the doors to its very first retail store in Melbourne this week, Tim Tams and all!
In news that will make beauty lovers swoon, Adore Beauty is officially opening the doors to its first-ever retail store this Saturday, February 1. The best bit? To celebrate this landmark event, the first 250 customers will take home a goodie bag packed full of the best in beauty.
This first retail store will be located at Melbourne’s Westfield Southland, with Adore Beauty already confirming there are more stores to come. The much-loved beauty retailer has plans to open a network of brick-and-mortar stores across Australia, with exact locations to be announced.
“Adore Beauty started with a mission to make the world’s best beauty brands more accessible to Australian beauty enthusiasts,” said Adore Beauty’s CEO, Sacha Laing. “That same spirit still drives us today. The Southland store is the first step in a new and exciting chapter for Adore Beauty that will see us bring our online experience that our customers know and love into physical settings where they can explore, learn and play with beauty, with the guidance of our in-store experts.”
If you’re reading this, you’re probably wondering what Adore Beauty favourites you can expect to shop in its first-ever physical store? Adore Beauty Westfield Southland will feature a curated selection of products across skincare, haircare, fragrance, makeup and wellness. You’ll be able to touch, test and trial products from the likes of Oribe, CeraVe, Ikkari, Innisfree, Viviology, YSL and more.
Perfume lovers will be pleased to know they can now spritz new launches before they buy, with Juliette Has A Gun, Chloe, Glasshouse, Prada and Who Is Elijah among the fragrance brands setting up shop inside the space.
“We all shop for beauty in different ways, 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,” explained Adore Beauty’s Chief Operating Officer Sarah Mullen. “Now our customers will be able to experience the beauty of Adore Beauty’s unique ‘high-low’ mix in a physical setting.”
Excitingly, that physical setting will be as Instagrammable as the brands it stocks. Adore Beauty Melbourne Westfield Southland features a modern curved glass store frontage, which reveals an open “endless aisle” space with pops of neon green and elegant terrazzo flooring. While digital kiosks will allow beauty lovers to self-serve, Adore Beauty experts will also be on hand to assist and educate, with a state-of-the-art OBSERV 520x skin analysing system in-store to analyse customers’ skin and make product recommendations. The future of beauty truly is here!
Adore Beauty was founded by Melbourne-based entrepreneur Kate Morris in 2000 – who was famously only 21 years old at the time. Frustrated by a lacklustre department store experience, Morris launched AdoreBeauty.com.au as a way for Australian women to shop their favourite brands from the privacy of their own home. Since then, Adore Beauty has evolved to house 300 brands and more than 14,000 products, shoppable both in Australia and New Zealand. This first retail store marks a very exciting next chapter for this homegrown beauty empire.
If you missed our article on new Adore Beauty brand Outside Beauty & Skincare you can read it here.
Danielle Gay is a Sydney-based journalist, writer and creator, with more than 10 years’ experience in digital and print publishing. Danielle was previously the Editor-in-Chief of local beauty publication Gritty Pretty and Head of Brand at Vogue Australia. You can follow her Substack, Reservations, here.
