Adore Beauty has long fought the good fight for pureplays to be recognised as retailers by cosmetics brands, scoring a win with Estée Lauder now on board.
Online beauty retailer Adore Beauty has announced that it is the first and only online pure-play in Australia to be approved as an agent for Estée Lauder Companies – and one of the first in the world. Estée Lauder’s brands include Clinique, Estée Lauder and Bobbi Brown. Traditionally, these brands had been available only through bricks-and-mortar retailers in Australia.
Clinique will be the first Estée Lauder brand to launch at Adore Beauty today. This follows a series of other prestigious brand launches in 2014 for the Melbourne-based e-tailer, including L’Oreal brands Yves Saint Laurent, La Roche-Posay and Kérastase.
“We are thrilled to be working with Estee Lauder Companies and representing their amazing brands online,” said Adore Beauty founder and CEO, Kate Morris. “Our approval as an agent came all the way from the Estée Lauder global head office in New York, so it really is a significant endorsement of our business and of what Adore Beauty offers to Australian beauty consumers.”
”We are excited to be working with Kate Morris and Adore Beauty,” said Estée Lauder Online General Manager, Katherine Mamontoff. “At Estée Lauder Companies we have always been driven by innovation and service. Adore Beauty has been an innovator in the Australian online beauty space, and it represents a new opportunity for us to engage with consumers in the places they are choosing to shop.”
Adore Beauty has come a long way since its launch in April 2000, with only two brands and operating out of Morris’s garage in Melbourne. Today Adore Beauty receives over two million visitors a year, and stocks over 4000 products. Other key brands include Aesop, Jurlique, SK-II, Lancôme, Napoleon Perdis and Benefit Cosmetics.
Kate Morris was recently awarded the Business Innovation Award for Victoria at the Telstra Business Women’s Awards in 2014. Adore Beauty has also been scooping up accolades, making the 2014 lists for the Deloitte Asia Pacific Tech Fast 500, Deloitte Tech Fast 50 Australia, and SmartCompany Smart 50. Kate was also awarded Telstra Young Businesswoman of the Year for Victoria in 2010.