Adore Beauty

What Adore Beauty does

Adore Beauty Group Limited (ASX: ABY) is an Australian online beauty retailer founded in 2000 and headquartered in Brunswick West, Melbourne. The company sells more than 11,000 products from over 230 brand partners across skincare, makeup, haircare, fragrance, body care, and wellness categories to consumers in Australia and New Zealand. Its offering combines a long-form e-commerce platform, a mobile app, and an expanding physical retail network of 18 stores as of H1 FY26, with management targeting 25 or more stores by FY27.

The business operates a marketplace-style retailer model, generating sales by purchasing inventory from brand partners at wholesale and reselling at retail across owned digital channels and physical stores, with the Adore Rewards loyalty programme and subscription/replenishment mechanics supporting repeat purchase. Technology components include the Ask Aura conversational assistant, a product recommendation engine, a smart shopping cart, Tutch-powered in-store endless-aisle kiosks, and an integration with Google's Universal Commerce Protocol for AI-mediated shopping surfaces. Supplier-side activity includes the July 2024 acquisition of organic skincare and wellness brand iKOU for A$25 million.

In FY25 the group reported revenue of A$198.8 million; H1 FY26 revenue of A$111.9 million grew 8.7% year-on-year against a market growing around 4%, with underlying EBITDA margin guided at 3-4% for FY26. Operational improvements include new customer acquisition cost reduced to approximately A$33, 21.8% growth in new customers, and approximately A$2.5 million in annualised head-office cost savings from restructuring. Adore Beauty has been ranked #1 in Power Retail's Most Loved Retailers and employs between 101 and 250 staff.

Name

Adore Beauty

Legal name

Adore Beauty Group Limited

Website

https://www.adorebeauty.com.au

Company type

Public

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

Adore Beauty Group Limited (ASX: ABY) is Australia's leading online beauty retailer, selling 11,000+ products from 230+ brands across skincare, makeup, haircare, fragrance, body, and wellness to consumers in Australia and New Zealand via e-commerce, mobile app, and a growing physical store network.

Ownership category

akta.pro rank

Product category

Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Beauty & Personal Care Omnichannel (CRAFAEAB)

akta.pro secondary industries

Beauty & Personal Care Online Retailers (CRAFADAC), Beauty & Personal Care Marketplaces (CRAFABAB)

Keywords

• Online beauty retail
• Beauty e-commerce
• Skincare products
• Cosmetics marketplace
• Wellness retail

Headquarters

HQ city

Brunswick West

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Product Sales (E-commerce and Retail): Revenue generated through direct product sales to consumers across skincare, makeup, haircare, fragrance, body, and wellness categories via online platform and physical stores.
2. Subscription (Subscribe & Save): Customers can subscribe to regular product deliveries through the Subscribe + Save program, providing recurring revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Adore Beauty operates an omnichannel beauty retail platform offering more than 11,000 skincare, makeup, haircare, body, fragrance, and wellness products from 230+ brands. Products are sold directly to consumers via the adorebeauty.com.au e-commerce site, dedicated New Zealand storefront, iOS/Android mobile apps, and a growing network of physical retail stores across Australia. The platform combines traditional beauty retail with loyalty rewards, Subscribe & Save recurring orders, and AI-powered discovery tools.

Product overview

Adore Beauty is a multi-category beauty and wellness e-commerce platform that operates as both an online marketplace and omnichannel retailer. The core platform offers over 11,000 products across six main categories: Skincare (including cosmeceuticals, Korean skincare, and specialty treatments like AHA/BHA), Makeup, Haircare, Body, Fragrance, and Wellness. The company operates under a platform model, combining its own e-commerce platform with physical retail stores powered by Tutch's endless aisle technology. The portfolio includes owned sub-brand AB LAB, acquired brand iKOU (organic skincare), and partnerships with 230+ international and Australian brands. Additional offerings include a mobile app, Adore Rewards loyalty program, BeautyIQ content hub, and buy-now-pay-later payment options. The business is expanding from pure online into omnichannel with 18+ physical stores as of early 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Adore Beauty Online Store

Quantifiable outcome

• Revenue growth of 8.7% year-over-year to AUD 111.9 million in H1 FY'26, outpacing broader market growth of 4%
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability2 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• GooglecoreTechnology or Integration · 17 June 2026Google selected Adore Beauty as a partner for the Universal Commerce Protocol (UCP) AI shopping tool rollout in Australia, the first Asia Pacific country to access the technology. Adore Beauty's customers can use a smart shopping cart that tracks pricing changes and alerts for restocks, integrated within Google Search, AI Mode, and Gemini app.
• TutchcoreTechnology or Integration · 6 February 2025Adore Beauty partnered with in-store digital platform Tutch to launch its omnichannel physical retail strategy. Tutch powers endless aisle capabilities through digital kiosks, enabling customers at physical stores to access Adore Beauty's full online catalog, blending e-commerce with in-store shopping. The first store opened at Westfield Southland Shopping Centre in Melbourne in early February 2025.
• iKOU Australia Pty LtdcoreStrategic or Co-development Partner · 1 July 2024Adore Beauty acquired iKOU Australia Pty Ltd, a beauty and wellness brand, for A$25 million in an all-cash deal completed in June 2024. The acquisition includes retail stores in NSW, a website, and wholesale distribution agreements with luxury spas and retailers. iKOU was reportedly profitable and forecasted to generate $8.1 million in FY24 revenue.

Scale indicators11 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Cult Beauty: UK-based premium online beauty retailer with a curated multi-brand assortment and global shipping. Direct competitor in the online specialist beauty category with similar customer acquisition and brand partnerships playbooks.
• Sephora (Australia): Global multi-brand beauty retailer with a significant Australian omnichannel presence. Competes directly with Adore Beauty across the same product categories, target consumers, and brand portfolio, with similar loyalty/AI initiatives.
• Lookfantastic: The Hut Group-owned global online beauty retailer serving Australia. Competes in the same online-led beauty category with overlapping brand portfolio and similar subscription/loyalty mechanics.
• Beautylish: US-based online beauty retailer specializing in prestige and niche beauty brands. Comparable vertical-specialist marketplace model with curated brand selection and content-driven commerce.
• Priceline Pharmacy: Leading Australian health and beauty retailer combining pharmacy with a beauty assortment. Overlaps with Adore on beauty retail, gifting, and loyalty programs (Priceline Sister Club), targeting similar mid-market Australian consumers.
• Mecca: Australia's leading premium beauty retailer operating an omnichannel model with a strong physical store footprint and exclusive brand partnerships. Closest direct competitor to Adore Beauty in the Australian market, competing across assortment, experience, and brand relationships.

Regional players

• The Iconic: Leading Australian online fashion and lifestyle retailer with a small but growing beauty category. Comparable as an Australian pure-play e-commerce leader expanding into adjacent categories and omnichannel.

Broad incumbents

• Chemist Warehouse: Australia's largest discount pharmacy and health/beauty retailer. Competes with Adore on price-led beauty and wellness assortment, particularly in mass-market skincare and wellness categories.
• Ulta Beauty: The largest US beauty retailer with a comparable omnichannel model combining mass and prestige beauty. Useful benchmark for Adore's omnichannel expansion and loyalty program economics at scale.
• Amazon AU (Beauty): Global e-commerce giant with an expanding beauty assortment in Australia. Threatens Adore on price, logistics, and breadth, particularly in mass and K-beauty categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/adorebeauty
• Facebookfacebook.com/adorebeauty
• LinkedInlinkedin.com/company/adorebeauty-com-au

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adore Beauty