The much-anticipated opening of Adore Beauty’s first physical store marked a massive moment in the brand’s journey. As a digital-first beauty retailer, the transition from e-commerce to bricks-and-mortar carried high expectations. Now that the doors have officially opened, it’s time to break down what worked, what didn’t, and where the opportunity lay for a more immersive and impactful retail experience.
What Worked: The E-Commerce Experience Brought to Life
One of the most commendable aspects of the store’s execution was how Adore Beauty translated its online shopping experience into a physical space. The incorporation of digital screens provided an interactive element, mirroring the brand’s well-established online presence. This integration allowed shoppers to explore products in a way that felt aligned with their existing digital engagement, reinforcing the omni-channel shopping experience.
Another major win was the influencer sneak peek event ahead of the official opening. By inviting local beauty influencers for an exclusive first look, Adore Beauty generated organic hype and advocacy, before the store even began trading - clever cookies. These influencers created authentic content (a la, unboxing content) that fuelled anticipation and engagement, setting a strong foundation for launch-day excitement.

What Didn’t Work: A Missed Opportunity to Define the Brand
While the store delivered on expectations (I say this with a scrunched nose!) it did not exceed them. Beyond the presence of the Adore Beauty branding, the space itself lacked a distinct identity. Without the Adore Beauty name attached, the store could have been mistaken for any other premium retail space - whether David Jones, Myer, or a competing beauty retailer. This was a missed opportunity to celebrate Adore Beauty as a unique brand in itself, rather than just a distributor of third-party products. More individuality in the store’s design, storytelling moments, and customer experience would have elevated it beyond a standard retail environment.
What Was Lacking: Enhancing the Connection Between Online and Offline
A key element missing from the store’s activation was the opportunity for cross-functional collaboration between Adore Beauty’s core business (e-commerce) and its physical retail space. Given the brand’s digital dominance, live commerce elements could have created a more seamless connection between the online and in-store shopping experience. Imagine a live-streamed store tour for customers who couldn’t visit in person, real-time Q&A sessions with beauty experts, and influencer-led live shopping events broadcast across TikTok, Instagram, and Facebook. These activations would have bridged the gap between Adore Beauty’s digital and physical presence, reinforcing its pioneering role in the beauty retail space.

Another area where Adore Beauty could have maximised engagement was anticipation content in the lead-up to the opening. The journey from decision-making to store launch is a compelling and great community building narrative - one that could have been documented and shared across platforms. Behind-the-scenes content, including footage of the build process, stock arriving, product shelving, and first reactions from early visitors, would have amplified excitement and allowed the audience to feel more involved in the store’s creation.
What Was Longed For: Brand Partnerships & In-Store Activations
Adore Beauty stocks one of the most impressive portfolio of brands, yet the store opening did not fully capitalise on the potential for brand-led activations. The weekend launch could have been buzzing with interactive experiences, such as:
Evo Hair styling station offering quick hairstyling sessions.
The Quick Flick demonstrations showcasing easy eyeliner application.
A dermal therapist like Joanna Fleming providing professional skin analysis with the Observe machine.
Additionally, one of Adore Beauty’s most beloved traditions (the TimTam inclusion in every order) was referenced in social captions in the lead up to, but could have been amplified in a more experiential way. Instead of a simple bowl of TimTams at the counter, why not a personalised TimTam x Adore Beauty collaboration box, where customers could customise their name on the packaging? This small but effective touch would have created a more engaging, shareable moment.
Final Thoughts: The Future of Adore Beauty in Retail
Will Adore Beauty be successful in the bricks-and-mortar retail space? Most likely. The brand’s loyal following and strong digital presence provide a solid foundation for in-store expansion. However, the store’s launch demonstrated a clear opportunity to better integrate the online and offline experience, leverage anticipation-driven content, and craft a retail identity that feels unmistakably Adore Beauty.
The blueprint is there; now it’s about refining the execution to ensure the next iteration (we hear Water Gardens) is not just expected but truly exceptional.
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