On the heels of its first brick-and-mortar store opening in Melbourne, popular Australian beauty e-tailer Adore Beauty has partnered with technology company Tutch on an “omnichannel” in-store integration, the former announced on Thursday, along with plans to open 25 retail locations nationally over the next three years.
The partnership will furnish stores with touchscreens that allow customers to browse the e-tailer’s inventory of over 14,000 products from a wide variety of brands, from Nyx to Dior, via Tutch’s platform.
At Adore Beauty’s first location, in Melbourne’s Westfield Southland mall, shelves of cosmetics, fragrance, skin, hair and body care are interspersed with screens displaying product information or online exclusives. A second Melbourne location will open in early March.
The retailer, founded in 1999 by Kate Morris, debuted on the Australian Stock Exchange in 2020, and expanded into private label cosmetics with the 2024 acquisition of homegrown wellness brand Ikou. Revenue for the Adore Beauty Group increased 2.3 percent to $103 million AU ($65 million USD) in the last six months of 2024, according to a recent earnings report. The retailer also reported EBITDA of $2.8 million in the same period, an increase of 94 percent from 2023.
Australia’s major beauty retailers include Mecca, the homegrown giant that operates 108 stores nationally, including ones aimed at prestige or young shoppers, and Sephora, which has 32 locations in the country.
Learn more:
How Mecca Dominates the Australian Beauty Market
The Melbourne-based multi-brand retailer has kept both local and international competitors at bay with a regional store footprint four times larger than Sephora’s.
