What is Adore Beauty?
Adore Beauty is an Australian and New Zealand beauty retailer offering skincare, haircare, makeup and fragrance through its online stores across Australia and New Zealand, and physical retail stores across Australia.
We’re the official stockist of a huge range of beauty products — over 13,000 of them — from more than 300 leading global and Australian brands across skincare, haircare, makeup and fragrance.
Brands you love. Beauty you Adore.
What do we do?
We’re a beauty democracy, not a beauty autocracy.
In simple terms, that means we put you in control of what you buy, rather than making those decisions for you. You get fast, easy access to a massive range of beauty products — from everyday essentials to premium favourites — and we trust you to decide what’s right for you.
We’re here to help, not to hard sell.
We’re passionate about beauty, and we work closely with experts across skincare, haircare and makeup to give you honest, uncensored perspectives on every product we sell. Through Beauty IQ, our editorial content platform, we share expert advice, product reviews, ingredient guides and beauty education to help customers make informed choices.
We also make shopping easier with:
- A team of beauty lovers ready to help via live chat, email, phone or social media
- Samples, minis, gifts with purchase and exclusive promotions to help you discover something new. Check it out
- Handy tools like findation: Our foundation shade matching tool designed to help you find your perfect match
- A constantly improving website and mobile app designed to make discovery easier
And we keep things real. We talk about beauty the way people actually talk about beauty — not like a glossy magazine from 2005. That means everything from skincare routines to the stuff no one really talks about (yes, even nose hair and back acne).
Think of us as your straight-up beauty BFF —Except with a killer website and app.
Why do we do it?
Here’s the thing about most beauty brands.
They’re meant to make you feel good — confident, happy, like your best self.
But too often, they do the opposite.
They set unrealistic standards, talk down to people, and create the idea that they know better than you do about what you should look like, use, or spend.
We don’t think that’s right.
At Adore Beauty, we believe beauty should feel empowering, not overwhelming. You shouldn’t need permission to feel good about yourself, and you definitely shouldn’t need to navigate pushy sales tactics or locked-up counters just to buy something you want.
We believe our customers are smart, capable, and know what works for them. Our job is simply to help you explore, learn and choose with confidence.
Beauty is about confidence — and everyone deserves that.
Who's behind Adore Beauty
Adore Beauty was founded in 2000 by beauty lover Kate Morris, who started the business from her garage in Melbourne at just 21 years old, alongside her boyfriend James Height.
Kate’s experience working on cosmetics counters showed her how intimidating traditional beauty retail could be. She set out to change that by creating a more open, accessible and empowering way to shop beauty online.
With a $12,000 loan from James’ parents and a lot of determination, Adore Beauty became one of Australia’s first online beauty retailers. T
oday, Adore Beauty serves customers across Australia and New Zealand through its online stores, mobile app, Beauty IQ content platform and growing network of physical retail stores.
Our promise to you
We’ll always bring you a broad range of trusted beauty brands so you can choose what works for you, whether you're shopping for skincare, haircare, makeup or fragrance.
We want you to love what you buy, which is why we’re constantly improving how we help you discover, compare and shop beauty.
Our customer service team is brand-agnostic and doesn’t work on commission or sales targets. Their only goal is to help you find what’s right for you. And if we ever get something wrong, we’ll always do our best to fix it.
Things you'll love
- Free delivery on orders over $75.
- Fast dispatch on all in stock items.
- Official stockist of every brand we carry – no parallel imports or fakes.
- Join Adore Rewards today, it's shopping that pays off!
- Our commitment to sustainability
Connect with us
We share beauty advice, product recommendations, tutorials and honest conversations across our digital channels, including Beauty IQ content, our website, mobile app and social media platforms.
Follow along for skincare tips, haircare routines, makeup inspiration, fragrance discoveries and real talk about beauty — the good, the bad and everything in between.
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