Adore Beauty Expands Into Physical Retail: 25 Stores Planned by 2028

For decades, Adore Beauty has been one of Australia’s go-to online beauty retailers, offering everything from luxury skincare to cult-favorite makeup brands. Now, in a significant shift, the company is moving beyond e-commerce and venturing into brick-and-mortar retail, with plans to open 25 physical stores across Australia by 2028.

This expansion marks a bold step for the Melbourne-based brand, founded in 1999 by Kate Morris, as it seeks to bridge the gap between digital convenience and in-person shopping.

A Strategic Move Into Physical Retail

The company has already taken the first step, opening its debut retail store at Westfield Southland in Melbourne. A second store is set to open in early March 2025, also in Melbourne. With this expansion, Adore Beauty aims to create an immersive shopping experience that blends the best of digital and physical retail.

Unlike traditional beauty stores, Adore Beauty is integrating technology into its retail spaces. Partnering with tech company Tutch, the brand is introducing interactive touchscreen displays that allow shoppers to browse the 14,000+ product catalog while sampling physical products in-store. This “omnichannel shopping experience” enables customers to enjoy the efficiency of online shopping with the advantage of testing products in-person.

Meeting Customers Where They Are

According to founder Kate Morris, the move into physical retail is about meeting customers where they are and enhancing their shopping journey. While Adore Beauty has built a loyal following online, Morris recognizes the value of hands-on product exploration, especially in an industry where texture, shade, and scent play critical roles in purchasing decisions.

The beauty retail industry is fiercely competitive, with dominant players like Mecca (108 stores) and Sephora (32 stores in Australia). By offering a more interactive and tech-driven shopping experience, Adore Beauty aims to stand out and attract beauty enthusiasts who crave both convenience and personalization.

A Strong Business Foundation Driving Growth

This expansion comes at a time of positive financial momentum for Adore Beauty. In the last half of 2024, the company reported a 2.3% revenue increase, reaching $103 million AUD ($65 million USD). Even more notably, its EBITDA rose by 94%, hitting $2.8 million AUD—a strong indicator of financial health and future growth potential.

Beyond expanding its retail presence, Adore Beauty is also strengthening its product portfolio. In 2024, it acquired Australian wellness brand Ikou, signaling a commitment to diversifying offerings and catering to the growing consumer focus on self-care and premium beauty products.

What This Means for Beauty Shoppers

For Australian beauty lovers, this expansion brings greater access to sought-after beauty brands and a new way to shop. The integration of technology-driven browsing, hands-on product testing, and expert in-store guidance is designed to make the shopping experience more seamless and personalized.

As more stores open across the country, customers can look forward to a blend of convenience, innovation, and expert service—a strategy that reinforces Adore Beauty’s position as a key player in the industry. This move also raises the bar for what modern beauty retail can offer in an increasingly digital world.

Final Thoughts

With 25 stores scheduled to open by 2028, Adore Beauty is making a bold entry into the physical retail landscape. By merging technology with in-person shopping, the company is not only competing with established giants like Mecca and Sephora but also reshaping the future of beauty retail in Australia.

Whether you’re a longtime fan or a new customer, this expansion promises a more interactive and engaging beauty shopping experience—one that blends the best of online and in-store retail. Keep an eye out for an Adore Beauty store near you! 🚀✨