Online beauty retailer Adore Beauty will open its first brick-and-mortar store in Westfield Southland in Melbourne this weekend.
The new boutique will provide customers with a digital skin analysis, a curated range of Adore’s more than 300 beauty brands, and an in-store beauty service experience.
Adore Beauty’s second store is set to open at Watergardens in early March, while additional locations will launch later this year. The company said a national store network is in the pipeline in the coming years.
Adore Beauty’s CEO Sacha Laing says the store will bring the best of the retailer’s beloved online offering to life.
“The Southland store is the first step in a new and exciting chapter for Adore Beauty that will see us bring our online experience that our customers know and love into physical settings where they can explore, learn and play with beauty, with the guidance of our in-store experts,” he remarked.
Some of the beauty brands available in the Westfield Southland store include Ab Lab, Alpha H, asap, Christophe Robin, Estee Lauder, Ikkari, Innisfree, Juliette Has A Gun, La Roche Posay, Marc Jacobs, NYX, Lancome, Prada, Glasshouse, Oribe, Ikou, Who Is Elijah, Viviology and YSL.
Meanwhile, the Observ 520x skin analysing system will give customers a deeper understanding of their skin and ensure personalised recommendations on the most appropriate products.
In addition, the store’s centrepiece is a large, curvaceous high table with a floating light fixture. This will serve as a platform for events, masterclasses, and podcasts for Adore Beauty’s loyalty members.
Sarah Mullen, COO of Adore Beauty, said the varied in-store brand and product range reflects how Australian shoppers want to engage with beauty this year.
“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,” said Mullen. “Now our customers will be able to experience the beauty of Adore Beauty’s unique ‘high-low’ mix in a physical setting.”
