ndustry. I had a vision to create a positive social change with certified, ethically made cosmetics that are kind to the earth and animals – hence the birth of Adorn Cosmetics. Adorn premium-grade cosmetics are Australian made and sustainably manufactured from ethically sourced natural ingredients. We ensure that all our cosmetic and skincare products are packaged in biodegradable, refillable or recyclable packaging – we don’t box or wrap our products in plastic. I am proud to see that Adorn Cosmetics has carved out a niche as one of Australia’s favourite online destinations for luxury and ethical cosmetic needs. IR: Can you tell us about your eco-refill program?   BK: Launching over a decade ago, Adorn was the first global beauty brand to offer an environmentally friendly cosmetics refill program. Our goal is to encourage Adorners to reuse their packaging and purchase product refills, which use up to 90 per cent less plastic. Refills are a simple yet powerful eco solution producing significantly less waste and consuming way less energy. Adorners can order the refills online and use their Adorn jars to conveniently refill the products at home. IR: How do your sampling and online colour matching service fit into this?  BK: Staying true to our core of supporting environmental sustainability, we offer two unique services encouraging customers to play their part. Our innovative sample program is an environmentally friendly solution that minimises waste and offers a convenient ‘try before you buy’ opportunity. We have offered this for over a decade, giving customers an option to purchase a mini sample of products to ensure they choose the right product suited for their skin before they invest in a full-sized product.  We also offer a bespoke colour matching service with real beauty experts that help customers select the right products, alleviating the worry of wasting money on the wrong products as well as preventing unwanted beauty products ending up in landfill. IR: I understand you are in the process of transitioning your brand’s e-commerce platform. What will be the key changes and what have been some of the challenges along the way? BK: Since our launch in 2009, we have been using an open-source version of Adobe Magento Commerce to scale our business via direct-to-consumer sales. Since then, the number of users visiting our website has grown significantly, as more consumers search for certified Australian-made and ethically sourced products. We wanted to offer a unique and seamless experience to all the customers visiting our website and create a more robust loyalty customer base.  Upgrading to Adobe Commerce will give us the capability to personalise all online shopping experiences, with better searching, data analytics and engaging design merchandising. With the help of Adobe Commerce dashboard and reporting capabilities, we will also be able to leverage website behaviour data to automatically personalise merchandise recommendations for each customer in real-time. Our new website is launching on September 29, and we are excited to see how our customers will react.  IR: How do you think the beauty industry is doing a year after the Covid-19 outbreak? How is your business doing?   BK: Lockdowns and closures have forced consumers to rely heavily on online shopping for their beauty needs, forcing brands to move to digital. Luckily for Adorn we have always been online, so we have been able to adapt to the significant growth for online beauty with relative ease. As digital continues to rise, the convenience and safety of online shopping coupled with the rise of a quick makeover before a Zoom call, will keep the industry going strong. We do not foresee these trends to change even after the pandemic. Adorn Cosmetics will continue to collaborate with innovative partners to meet the rising digital demands of consumers.