Adore Beauty opens flagship store in Melbourne Central
Store Network Expands Across Australia
This new opening follows the launch of stores in Kotara, Parramatta, Robina, and Hurstville in 2026, with additional locations in Miranda, NSW, and Karrinyup, WA, also planned. Including seven iKOU stores, Adore Beauty Group’s network is set to reach 25 stores by year-end.
The physical rollout represents a major evolution for a business that began as an online beauty retailer in 2000 and only opened its first Adore Beauty-branded bricks-and-mortar store at Westfield Southland in 2025.
“Our customers have always trusted us to curate, educate and bring genuine beauty solutions in what can feel like an infinite supply of information in an overwhelming beauty market.” The flagship will stock more than 150 brands, including Medik8, Dermalogica and K18, while connecting shoppers to Adore Beauty’s broader online assortment of more than 19,000 products through its “endless aisle” service and AI-powered ASK AURA advice platform.
K-Beauty and Fragrance Take Centre Stage
According to Adore Beauty, one in every $4 spent on skincare in its physical stores is currently directed to a K-Beauty brand.
Brands like Biodance, VT Cosmetics, TIRTIR, and d’Alba will be featured, along with Numbuzin and Dr Althea, making their first appearance in Adore Beauty’s physical stores. This setup allows customers to test and explore products before buying, taking advantage of the hands-on nature of beauty products.
Fragrances will also have a dedicated space with a new Fragrance Bar, featuring both established and emerging brands. Adore Beauty said niche and independent fragrance brands over-index by 20 per cent in its stores compared with online, with almost one in three fragrance dollars spent in-store going towards an emerging brand.
The flagship store will have two private treatment rooms, twice the usual number, staffed by qualified dermal therapists offering an expanded menu of services.
The store design brings Adore Beauty’s recently repositioned “Playfully Potent” identity into a physical environment, with a greater focus on education, product discovery and expert advice. The retailer is backing the flagship opening with a significant customer acquisition push. The first 1,500 customers will receive a gift bag valued at more than $150, while Adore Beauty’s signature Tim Tam — traditionally included in online orders — will be given with every in-store purchase.
Physical Retail Drives Growth Strategy
The expansion comes as physical retail plays an increasingly important role in Adore Beauty’s growth strategy. The Group reported FY26 revenue of $207.3 million, with stores contributing $18.6 million, according to figures supplied by the company.
Adore Beauty also reported that omnichannel customers have 2.5 times the lifetime value of single-channel customers and spend approximately 52 per cent more per customer, highlighting the commercial rationale behind its push into physical retail.
