What Women in Business Can Learn from Adore Beauty’s Bold Retail Move
Adore Beauty’s first retail store opening in Melbourne.
Adore Beauty, the trailblazing beauty e-commerce giant, has made headlines once again—this time, for an exciting leap into brick-and-mortar retail. With eager customers lining up as early as 5 AM for the launch of its first physical store, it’s clear that the brand’s expansion strategy is resonating with its loyal community. But beyond the beauty frenzy, there are powerful business lessons that female founders can take away from Adore Beauty’s journey.
1. Embrace Evolution While Staying True to Your Brand
Founded in 2000 by Kate Morris, Adore Beauty began as Australia’s first online beauty retailer. Over the years, it has built a reputation for customer trust, expert advice, and an extensive product selection. Its move into physical retail doesn’t mark a shift away from its digital-first roots; rather, it enhances the customer experience by allowing beauty lovers to engage with products in a new way.
Lesson: Growth doesn’t mean abandoning your core identity. Whether expanding into new markets, launching a new product line, or pivoting your business, staying true to your brand values will keep your audience engaged.
2. Know Your Customer—and Give Them What They Want
The overwhelming turnout at the store launch proves that Adore Beauty understands its audience. By analyzing customer data, listening to feedback, and delivering an in-store experience that mirrors its online expertise, the brand has met a genuine demand.
Lesson: Customer insights should drive business decisions. Female founders can benefit from continually refining their offerings based on real customer needs rather than assumptions. Just listen to every SPARKTV podcast guest on their business journey.
And you bet your a** there were Tim Tams at the opening IYKYK!
3. Competing in a Crowded Market? Differentiate Yourself.
The beauty industry is fiercely competitive, with global brands and local disruptors vying for market share. Yet, Adore Beauty has carved out a niche by prioritizing education, inclusivity, and a customer-first approach. The in-store experience isn’t just about selling products—it’s about expert advice, community-building, and hands-on interaction.
Lesson: Whether you’re launching a beauty brand, tech startup, or service business, differentiation is key. Identify your unique value proposition and lean into it.
4. The Power of Community and Brand Loyalty
From its Beauty IQ podcast to loyalty programs and educational content, Adore Beauty has built an engaged community. That community showed up in full force for the store opening, demonstrating the power of brand advocacy.
Lesson: Fostering genuine connections with your customers builds long-term loyalty. Female founders should invest in community-building through content, events, and authentic engagement.
5. Playing the Long Game
Kate Morris launched Adore Beauty 25 years ago with just $12,000 in savings and a vision to revolutionize the beauty industry. Over the decades, she has navigated economic shifts, changing consumer behaviors, and the rise of e-commerce giants, all while staying true to her brand’s mission. Her patience, resilience, and long-term strategic thinking have been key to Adore Beauty’s success.
Lesson: Building a sustainable business takes time. Women entrepreneurs should focus on long-term growth, steady innovation, and persistence rather than quick wins.
Final Thoughts
Morris’s journey into entrepreneurship was fueled by her experience working at a beauty counter, where she noticed the intimidation many women felt while shopping for beauty products. Determined to create a more inclusive and accessible shopping experience, she launched Adore Beauty, which has since grown into an ASX-listed powerhouse.
And while Morris stepped back from a leadership role in 2023 the foundations she built truly haven’t faded.
Adore Beauty’s move into physical retail is more than just a store opening—it’s a case study in strategic expansion, customer loyalty, and business innovation. This move is a reminder to all of us female founders in the trenches, that persistence pays off.
