Adore Beauty to open physical store in Melbourne

Adore Beauty is opening a physical store at Westfield Southland in Melbourne.

The announcement:

Adore Beauty will welcome 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.

The first 250 customers in store on the 1st February will receive a free Adore Beauty goodie bag filled with over 20 deluxe samples.

As Australia’s leading online beauty authority reaching millions of customers annually, Adore Beauty’s in-store experience will echo its online product offering and experience, informed by over 24 years of connection with Australian beauty enthusiasts.

The new store will provide customers with personalised leading edge digital skin analysis, a carefully curated range of the best of Adore’s 300+ beauty brands and a best in class in-store beauty service experience. Famously known amongst Adore Beauty’s online customers, Tim Tams will also feature with every in-store purchase.

Adore Beauty’s CEO Sacha Laing says the store will bring the best of the retailer’s beloved 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 and 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,” says Laing.

“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.”

Adore Beauty’s Westfield Southland store will feature a curated selection of skincare, haircare, fragrance, makeup and wellness products from dozens of the retailer’s most popular brands including 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.

Capturing Adore Beauty’s spirit of innovation and energy, the store features an elegant curved glass store frontage leading into a bright, clean space with pops of the brand’s neon green and terrazzo flooring.

State-of-the-art digital kiosks throughout the store will bring the brand’s celebrated online experience to life in “endless aisle” shopping experiences across Adore Beauty’s entire range of international and Australian brands. A state-of-the-art OBSERV 520x skin analysing system will enable customers to gain a deeper understanding of their skin and ensure personalised recommendations on the most appropriate products.

The centrepiece of the store is a large curvaceous high table with floating feature light fixture, which will play host to events for Adore Beauty’s loyalty members, as well as masterclasses and podcast recordings.

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. Whether it’s using your La Roche Posay body moisturiser with a Prada fragrance, or your Estee Lauder Advanced Night Repair Serum with your NYX concealer, we always aim to give our customers the freedom to make the right choice for them. Now our customers will be able to experience the beauty of Adore Beauty’s unique ‘high-low’ mix in a physical setting,” says Mullen.

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.

“Our customers value first-to-market retail experiences and we are seeing increasing demand for beauty and wellness experiences and services across our portfolio.

“Adore Beauty is a business with an incredibly strong and loyal following, one that we know resonates well with our customers and will complement our existing product, service and experience mix at our destination.

“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.”

Adore Beauty’s Westfield Southland store is located on Level 2, Westfield Southland, 1239 Nepean Highway, Cheltenham VIC 3192.

The store opens to the public on Saturday the 1st February at 9:00am.

Adore Beauty – Westfield Southland opening hours are:
Monday 9am-5:30pm
Tuesday 9am-5:30pm
Wednesday 9am-5:30pm
Thursday 9am-9pm

Friday 9am-9pm
Saturday 9am-5pm
Sunday 10am-5pm

Brands available in-store from the 1st February include:

Skincare
● asap
● CeraVe
● Alpha H
● La Roche Posay
● Innisfree
● Biodance
● Estee Lauder Skin
● Lancome Skin
● Viviology
● AB LAB

Haircare
● Oribe
● Wella Pro
● L’Oreal Pro
● NAK
● EVO
● Christophe Robin
● Kevin Murphy
● Eleven

Fragrance – personal and home
● Chloe
● Marc Jacobs
● YSL
● Prada
● Valentino
● Juliette Has A Gun
● Who Is Elijah
● Glasshouse

Makeup
● Estee Lauder Makeup
● Quick Flick
● Basics By B
● NYX

Wellness and body
● Beauty Chef
● Naked Harvest
● Eco Tan
● Ikkari
● iKOU

Source: Of Character