Adore Beauty Group Limited CEO Tamalin Morton has declared her intention to resign in September 2024 due to personal reasons. Since taking the helm, Tamalin has played a transformative role in shaping the company into a powerhouse of e-commerce innovation, leading to substantial financial growth and expanded market presence.

Under Tamalin’s leadership, Adore Beauty not only rebounded to robust growth but also embraced technological advancements, significantly enhancing its digital footprint. The launch of a mobile app and a subscription service under her guidance has notably shifted the company’s revenue streams, with the app alone now contributing 28 per cent to total revenues—an increase from 23 per cent in the previous year.

Reflecting on her tenure, Tamalin said: “I have been immensely proud to lead Adore Beauty and of what we have accomplished together. While personal reasons have led me to make the difficult decision to step down as CEO, I remain committed to Adore Beauty and look forward to supporting the new CEO.”

Her strategic vision has seen the company’s revenue for Q3 FY24 climb to $45 million, marking an 8.9 per cent  increase from the prior corresponding period.

Marina Go, Chair of the Adore Beauty Board, expressed the board’s deep appreciation for Tamalin’s efforts, stating: “As CEO, Tamalin has done an excellent job delivering Adore Beauty’s financial and operational successes and developing the strategic plan. Tamalin steps down as CEO with the business in a strong position.


“Under Tamalin’s leadership, the company has returned to growth and continues to build solid trading momentum. There has also been significant progression of the strategy, including increasing brand awareness, launching a subscription service, developing our retail media proposition and mobile app growth. This has been in tandem with operational optimisation, to drive profitability.


“Our executive team, with Tamalin’s support and ongoing guidance, remains focused on
executing our strategic initiatives, including exploring a new physical store format, M&A
opportunities and private label development. The business will continue to build on its strategy of increasing brand awareness, optimising customer experience, and delivering value to our shareholders.”

The company has initiated a search with a top-tier firm to find Tamalin’s successor, ensuring a smooth transition and continued strategic progress. Post-resignation, Tamalin will maintain an advisory role to aid in strategic decisions and support the incoming CEO.

Adore Beauty remains poised to sustain its growth trajectory, with Tamalin’s strategies leaving a durable imprint on the company’s future direction. The firm also reports continued growth in customer engagement, with significant increases in both active and returning customer numbers.

Launched in 2000, Adore Beauty was Australia’s first dedicated e-commerce beauty site. It has evolved into a leading beauty retailer, partnering with over 270 brands and offering more than 13,000 products to consumers in Australia and New Zealand.

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