Founder

In early 2000, at the age of 21 , beauty addict Kate Morris decided to open Australia’s first online beauty store in her garage in Melbourne. Kate’s work at a cosmetics counter at university made Kate realise that most women found department stores intimidating. She borrowed $ 12,000 from her boyfriend’s parents and set out to build a disruptive new shopping experience that empowered beauty consumers. Kate has received many awards and accolades including Victorian Telecom Business Woman of the Year in 2010 and the Victorian Business Innovation Award at the Telstra Business Women Awards in 2014. Kate was inducted into the Australian Women Entrepreneurs Network Hall of Fame in 2015 .

Adore Beauty Current Status

Adore Beauty now offers more than 220 brands, which Kate Morris considers one of the company’s core strengths. Another differentiator is Adore Beauty’s integrated commerce and content strategy. The retailer has launched shoppable blog posts (in-app shopping) and embedded makeup tutorials and other videos on its product pages.

Adore Beauty Development History

In 2016, Adore Beauty, Australia’s largest e-commerce beauty company, announced its entry into Tmall and entered the Chinese market.

In 2017 , Australian online retailer Adore Beauty quietly closed its Tmall store, choosing to use another channel for cross-border trade.

Private equity firm Quadrant Growth Fund acquired a 60% stake in Australian online beauty retailer Adore Beauty in September 2019. The acquisition comes at a time of rapid growth for the 20- year-old Australian e-commerce company.

References