Adore Beauty Opens First Brick-and-Mortar Store in Melbourne

  • Jan. 29, 2025
  • FMCG HORECA BUSINESS
Adore Beauty Opens First Brick-and-Mortar Store in Melbourne

Adore Beauty, the beloved Australian online beauty retailer, is taking a significant step forward by opening its very first physical store. The new boutique will be located at Westfield Southland in Melbourne and is set to open this weekend, bringing Adore’s exceptional online shopping experience to life in a brick-and-mortar setting.

A New Beauty Experience

The new store will offer customers an immersive beauty experience, combining the convenience of Adore Beauty’s online offerings with an in-store, hands-on approach. The store will feature digital skin analysis technology, allowing shoppers to gain tailored product recommendations based on their unique skin needs.

With over 300 beauty brands available, the Southland location will showcase a curated selection of skincare, makeup, and haircare products, allowing beauty enthusiasts to explore a wide range of high-quality brands. From Estee Lauder and Lancome to YSL and Marc Jacobs, customers will have access to top-tier beauty names right at their fingertips.

More Stores Coming Soon

Adore Beauty’s expansion doesn’t stop at Westfield Southland. A second store is set to open at Watergardens in early March, with more locations planned throughout the year. The company also has ambitious plans for a national store network, aiming to bring its signature beauty shopping experience to more customers across Australia.

Sacha Laing, CEO of Adore Beauty, shared her excitement about the new store: “The Southland store is the first step in a new and exciting chapter for Adore Beauty. We’re bringing our online experience into a physical setting where customers can explore, learn, and play with beauty, all with the help of our in-store experts."

A Curated Beauty Destination

Inside the store, the focus is on personalized beauty experiences. The highlight of the space is a stunning, curvaceous high table with a floating light fixture, designed to serve as a platform for events, masterclasses, and even podcasts for Adore’s loyalty members.

Sarah Mullen, COO of Adore Beauty, emphasized how the store’s product mix is aligned with how Australian beauty shoppers want to experience beauty in 2025: “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.”

Featured Beauty Brands

Some of the beauty brands you can expect to find at the Westfield Southland store include:

  • Ab Lab
  • Alpha H
  • asap
  • Christophe Robin
  • Innisfree
  • Juliette Has A Gun
  • La Roche-Posay
  • Marc Jacobs
  • Prada
  • Glasshouse
  • Oribe
  • YSL
  • Viviology
  • and more!

With such a diverse selection, there’s something for everyone at the new Adore Beauty store.

A Bright Future for Adore Beauty

The opening of the Southland store marks an exciting new chapter for Adore Beauty. As the company continues to expand its physical presence, it’s clear that they’re focused on providing Australian beauty lovers with the best of both worlds—the ease of online shopping and the tactile, personalized experience of an in-store boutique.

Are you ready to explore Adore Beauty’s new Melbourne store? Be sure to visit the Westfield Southland this weekend to discover your next beauty must-haves and experience the brand in a whole new way!