Adore Beauty, Australia’s leading online beauty retailer, has launched a major physical store expansion across Victoria, New South Wales, and Western Australia in 2025. The retailer’s rollout includes confirmed store openings at Westfield Southland and Watergardens in Victoria, Carousel and Booragoon in Perth, and Broadway in Sydney.
Established as a purely online business in 2000, Adore Beauty opened its first bricks-and-mortar location at Westfield Southland in Melbourne in 2023. The brand has grown a loyal customer base by leveraging data and building a strong reputation for expertise and community engagement in the beauty industry.
Adore Beauty’s physical stores offer immersive experiences such as in-store masterclasses, beauty workshops, curated product displays, and loyalty promotions. Western Australia has been a particular focus because it has become the company’s fastest-growing region for sales.
In the first half of fiscal year 2025, Adore Beauty reported EBIT of AUD $2.8 million, demonstrating improved profitability compared to the previous year. The retailer continues to invest in retail media services, owned beauty brands, and technology-driven customer engagement.
Adore Beauty’s retail locations also feature Australian-owned wellness brand iKOU, which has expanded with a flagship store outside New South Wales in Melbourne.
By developing a network of physical stores alongside its digital platform, Adore Beauty is positioning itself as a key omnichannel player in Australia’s beauty sector.
