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Adore Beauty Group recorded a total revenue of over *** million Australian dollars in financial year 2025, the majority of which was generated by returning customers. This marked a slight increase in revenue from the previous year, in which a revenue of around *** million Australian dollars was recorded. 

Adore Beauty in Australia

Founded in Melbourne, Australia in 1999, Adore Beauty is a leading online beauty and cosmetics retailer, stocking products from over *** beauty brands. The online beauty platform sells a wide array of items from internationally renowned companies such as L'Oréal, M.A.C, and The Ordinary to Australian-born brands, including Aesop and INIKA Organic. Adore Beauty has an established and loyal consumer base, creating the largest share of its revenue from returning customers in financial year 2024, around *** million Australian dollars. Revenue from new customers dipped slightly in 2024, decreasing by around two million Australian dollars from 2023. Nonetheless, the beauty site witnessed an increase in mobile app sales, with mobile app sales making up almost **** percent of Adore Beauty’s total sales in the second half of financial year 2024. 

Beauty e-commerce in Australia

Beauty and cosmetics websites are becoming increasingly popular among consumers worldwide, with priceline.com.au, mecca.com.au, and adorebeauty.com.au some of the most visited beauty websites among Australian consumers. The pandemic led more people to shop online, and the habit has stuck for many Australian consumers, with the value of Australia’s e-commerce sales having risen significantly from pre-pandemic levels. In 2023, online beauty and personal care purchases accounted for around ** percent of Australia’s beauty and personal care product sales, with this share expected to increase to almost ** percent by 2028.