Adore Beauty, Australia’s leading online beauty retailer, has officially opened the doors to its first physical store, marking a significant milestone in its business expansion strategy. The launch at Westfield Southland in Melbourne on Saturday, 1st February, signifies the start of a broader national rollout of brick-and-mortar locations.
The debut store aims to bridge the gap between digital and physical retail, offering an immersive in-store experience that mirrors Adore Beauty’s renowned online presence. The first 250 customers who visit the new store will receive an exclusive Adore Beauty goodie bag containing over 20 deluxe samples.
With a legacy spanning 24 years in e-commerce, Adore Beauty’s foray into physical retail is designed to elevate its customer engagement. The store will feature digital skin analysis, a curated selection of over 300 beauty brands, and an enhanced service experience guided by in-store beauty experts.
Staying true to its digital roots, Adore Beauty will integrate technology, including interactive digital kiosks that provide an “endless aisle” shopping experience, allowing customers to browse and purchase from the retailer’s full online catalogue. A standout feature is the advanced OBSERV 520x skin analysis system, offering personalised skincare recommendations based on in-depth diagnostics.
Adore Beauty CEO Sacha Laing described the expansion as a natural evolution for the brand. “Adore Beauty started with a mission to make the world’s best beauty brands more accessible to Australian beauty enthusiasts. Our Westfield Southland store is here for our local community, and we look forward to welcoming new and existing customers while cultivating a new generation of beauty enthusiasts,” said Laing.
“The Southland store is the first step in an exciting chapter that will see us bring our unique online experience into physical settings where customers can explore, learn, and play with beauty under the guidance of our in-store experts.”
The move into physical retail comes at a time when beauty and wellness experiences are in high demand, according to John Papagiannis, Group Director of Businesses at Scentre Group, which operates Westfield shopping centres.
“Our Westfield destinations are a first-choice platform for brands that want to grow and engage with new customers. Adore Beauty has an incredibly strong and loyal following, and we are excited to bring this new retail concept to life at Westfield Southland,” he said.
The Westfield Southland store will offer a handpicked selection of skincare, haircare, makeup, fragrance, and wellness products from some of the industry’s most sought-after brands, including Estée Lauder, YSL, Prada, Alpha H, La Roche Posay, Marc Jacobs, Glasshouse, Oribe, Who Is Elijah, and NYX.
Sarah Mullen, Chief Operating Officer of Adore Beauty, highlighted the importance of product curation in delivering a unique retail experience.
“We all shop for beauty in different ways, but the common thread is we all want to feel like we’ve found the right product for our unique skin, hair, budget and lifestyle. Whether it’s using your La Roche Posay body moisturiser with a Prada fragrance, or your Estee Lauder Advanced Night Repair Serum with your NYX concealer, we always aim to give our customers the freedom to make the right choice for them. Now our customers will be able to experience the beauty of Adore Beauty’s unique ‘high-low’ mix in a physical setting,” she said.
The store’s design reflects Adore Beauty’s commitment to innovation, featuring a curved glass storefront, neon green accents, terrazzo flooring, and a central high-table designed for loyalty events, masterclasses, and live podcast recordings.
Bonnie Gillies, CEO & Founder Basics By B, an Australian makeup brand in the store, filmed herself walking in and seeing her products on display.
“We are about to go in and see the new Adore Beauty store, and I am really nervous. I’ve been anxious all night. I can see it from here, and it looks absolutely beautiful,” she said. Basics By B really stands out in the makeup store—the colours are popping, and I’m so excited about how it looks. It looks perfect. I am so grateful for all the artists we’ve worked with. Look at this packaging—we’ve got Erica Wildley, Petrina Jose, Lou Martin and Alex Mason, very talented women I’ve had the honour of working with. Now seeing their artwork in here as part of my brand is amazing. It makes everything just so beautiful.”
Brands available in-store include:
Skincare
● asap
● CeraVe
● Alpha H
● La Roche Posay
● Innisfree
● Biodance
● Estee Lauder Skin
● Lancome Skin
● Viviology
● AB LAB
Haircare
● Oribe
● Wella Pro
● L’Oreal Pro
● NAK
● EVO
● Christophe Robin
● Kevin Murphy
● Eleven
Fragrance – personal and home
● Chloe
● Marc Jacobs
● YSL
● Prada
● Valentino
● Juliette Has A Gun
● Who Is Elijah
● Glasshouse
Makeup
● Estée Lauder Makeup
● Quick Flick
● Basics By B
● NYX
Wellness and body
● Beauty Chef
● Naked Harvest
● Eco Tan
● Ikkari
● iKOU
Read the SUMMER ’25 issue of Retail Beauty below:
- For more news and updates, subscribe to our weekly newsletter
- Follow us on Instagram
- Like us on Facebook
- Connect with us on LinkedIn