Adore Beauty has welcomed customers to its very first bricks and mortar store at Melbourne’s Westfield Southland.
The opening marks the first of many stores for the Australian beauty retailer, with plans for a national store network set to roll-out over the next few years.
Adore Beauty’s in-store experience will echo its online product offering and experience, providing customers with personalised digital skin analysis, a carefully curated range of Adore’s beauty brands and a best in class in-store beauty service experience.
Adore Beauty’s CEO Sacha Laing says the store will bring the best of the retailer’s online offering to life.
“Adore Beauty started with a mission to make the world’s best beauty brands more accessible to Australian beauty enthusiasts – to be a place for our community to find inspiration and solutions for both everyday a complex skin and hair care needs. That same spirit still drives us today. Our Westfield Southland store is here for our local community and we look forward to welcoming new and existing customers of Adore Beauty, and cultivating a whole new community of beauty enthusiasts for years to come.”
Adore Beauty’s Chief Operating Officer Sarah Mullen says the varied in-store brand and product curation reflects how Australian shoppers want to engage with 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. Now our customers will be able to experience the beauty of Adore Beauty’s unique ‘high-low’ mix in a physical setting.”
Scentre Group, Group Director Businesses, John Papagiannis said: “Our Westfield destinations are a first-choice platform for brands that want to grow and engage with new customers. We are delighted to be partnering with Adore Beauty to bring its new retail concept to life at Westfield Southland and look forward to celebrating its opening with our customers.”