In a significant move for regional retail, online beauty powerhouse Adore Beauty is set to open its doors at Westfield Kotara in Newcastle next week. This marks the brand's first foray into regional Australia and represents a key milestone in its national physical expansion.
A New Beauty Destination for Newcastle
The new store, opening at 9am on Thursday, January 22, will be the 12th Adore Beauty location launched across the country in just the past year. Founded in 2000 as a website, Adore Beauty has transformed into a fully integrated retail and content platform, boasting an enormous range of over 14,000 products.
CEO Sacha Laing highlighted the strategic importance of the Newcastle launch. "Newcastle is a vibrant, fast-growing region with a strong sense of community, and we're incredibly excited to bring the Adore Beauty experience to customers here," Mr Laing said. He noted that opening at Westfield Kotara allows the brand to connect with beauty enthusiasts in a more hands-on and meaningful way.
Expert Services and an 'Endless Aisle'
Shoppers can expect Adore Beauty's signature blend of expert advice and a curated selection of premium brands. The store will feature a wide array of products, including skincare from Dermalogica, Aspect, and Medik8; popular K-Beauty lines like Beauty of Joseon; haircare from Kevin Murphy and Oribe; fragrances from Prada and Burberry; and makeup from Estée Lauder and NYX.
A major drawcard will be the dedicated private treatment room, which will host monthly brand takeovers starting with skincare leader Dermalogica. Customers can access personalised skincare treatments, consultations with qualified dermal therapists, LED light therapy, facials, and a specialised K-Beauty shop-in-shop.
Embracing an omnichannel approach, the store will include digitally integrated kiosks. These provide an 'endless aisle' experience, granting in-store customers access to Adore Beauty's complete online range.
Celebrations and National Growth Ambitions
To celebrate the grand opening, the first 150 customers through the doors on launch day will receive a complimentary 12-piece goodie bag packed with deluxe samples from beloved brands. And in a beloved tradition, every purchase will still come with the iconic free Tim Tams.
This Newcastle launch is just one step in a much larger national strategy. Adore Beauty has announced plans to open more than 25 stores across Australia over the next two years. The brand aims to build a seamless omnichannel beauty destination that combines expert service, immersive in-store experiences, and its vast online product catalogue.
"Our ambition is to build a truly omnichannel beauty destination," Mr Laing explained. "Newcastle is a key step in that journey, and we can't wait to welcome customers into the store."
