Adore Beauty Geared for Global Strategy

As part of its international online expansion strategy, Adore Beauty is using the Borderfree Retail solution from Pitney Bowes, to power its customer service and provide a localised online shopping experience to consumers around the world.

“Adore Beauty is Australia’s leading online shopping destination for beauty products and cosmetics and this year our growth strategy has been to expand our footprint globally,” says Kate Morris, founder and CEO of Adore Beauty.

“Through this partnership (with Pitney Bowes), we are able to offer thousands of products to more than 150 countries and territories thanks to the technology, which offers a seamless localised experience to customers.”

Adore Beauty hopes its new end-to-end technology and services platform will attract new costumers, as it provides a localised shopping experience, handles payments and landed costs, and ensures that deliveries reach customers efficiently.

Beauty advocate Kate Morris, CEO and founder of, started Australia’s first beauty e-commerce site in 1999 from a garage in Melbourne at the age of 21.

Starting with just $12,000 and two little known cosmetic companies on board, Adore Beauty has grown to more than 165 authorised brands and over 15,000 products and attracts millions of visitors.

After 16 years in business, Adore Beauty recently announced an investment from retail giant Woolworths Limited. In addition, Morris was awarded the Business Innovation Award for Victoria at the Telstra Business Women’s Awards in 2014, and was inducted into the Australian Businesswomen’s Network Hall of Fame in 2015.

In the 2016 Pitney Bowes Global Online Survey, shoppers across the world indicated that they chose online retailers who offered personalised customer experience, brand loyalty and better quality products. Adore Beauty says these are the hallmarks of its philosophy, which has fueled its rise as an Australian online beauty, skin care and cosmetic retailer.

The Pitney Bowes Borderfree Retail Solution is available as part of the Pitney Bowes Commerce Cloud, a commerce enabler, providing access to solutions, analytics and APIs across the full commerce continuum with speed and agility.

Pitney Bowes (NYSE: PBI) is a global technology company powering billions of transactions, digital and physical, in the connected and border-free world of commerce.


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