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About Us

What is Adore Beauty?

Adore Beauty is Australia’s number one pure play online beauty retailer, and an official stockist of over 260 leading beauty brands.

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What do we do?

We’re a beauty democracy, not a beauty autocracy - in other words, we put YOU in control of which brands you decide to buy, rather than making the decisions for you. We give you fast, easy access to our massive range of products (over 11,000, last time we counted!) from premium to everyday. We let you decide what’s best for you. Sure, we love to help - we’re passionate about beauty and we’re friends with experts who can help in lots of ways. But we won’t give you the hard sell. In fact, just the opposite - we’ll give you honest, uncensored perspectives on everything we sell so you can choose what’s right for you.

We have a service team of beauty junkies ready to help you out with help on live chat (or email, phone, or social media); we’ll give you plenty of opportunities to try before you buy with samples and minis; and we’re constantly improving our website with handy little tools like our foundation shade matcher (which you’ll find near the swatches when you shop a foundation).

And we’ll treat you like a normal person - and talk to you about the things around beauty that normal people talk about, not supermodels. Like nose hair. And back acne. Think of us like your straight up beauty BFF. Except with a killer website.

Why do we do it?

ou know what the irony is about most beauty brands? They’re there to make you feel good. To make you bounce out the door in the morning because you feel so damn fabulous. But most of them just make you feel rubbish. They judge you, talk down to you, hold you to some false, unattainable ideal of womanly perfection. They make you feel like they know you and what you need to feel good, and how much you need to pay for it, better than you do. That’s BS. And at Adore Beauty, we think you deserve beauty without all of that. Beauty is about confidence. We think you all deserve to feel confident in yourselves. We also think you’re smart, and you don’t need to be bossed around by a pushy sales assistant. Nor should you have to ask for permission to buy a product that’s locked away behind a counter. We want you to feel confident every day; and we want to give you the empowering beauty shopping experience that you deserve.

Who's behind Adore Beauty

In early 2000, at the tender age of 21, beauty junkie Kate Morris decided to start Adore Beauty from her garage in Melbourne. A university job on cosmetics counters led Kate to realise that most women found department stores intimidating. She borrowed $12,000 from her boyfriend’s parents, and set about building a disruptive new shopping experience that would empower beauty consumers. Kate has received many awards and accolades, including Telstra Young Businesswoman of the Year for Victoria in 2010, and the Business Innovation Award for Victoria at the Telstra Business Women’s Awards in 2014. Kate was inducted into the Australian Businesswomen’s Network Hall of Fame in 2015.

Our promise to you

We’ll bring you the biggest range of brands that we possibly can, so that you can choose what YOU want. We want you to love all your beauty purchases, so we’re constantly working towards making the Adore Beauty experience as helpful as possible. Our service team are brand-agnostic, and don’t have sales targets or commissions - they just want to help! Shopping with Adore Beauty gives you the opportunity to go on a beauty adventure to try new things - we offer samples, gifts with purchase & deluxe trial sized products. We’ll always keep our promises - and if we ever let you down, just tell us and we’ll fix it.

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