Australian shoppers have spoken, and their message is clear: they are passionately rewarding the brands that add a dash of joy and a heap of convenience to their lives. The newly released 2025 Most Loved Retailer Report from Power Retail has officially named online beauty giant Adore Beauty as the nation's favourite shopping destination.
The Champion of Australian Retail
In a stunning leap, Adore Beauty has claimed the top spot, nudging out last year's contender, THE ICONIC, by a single, decisive point. The brand's overall price score of 248 just barely surpassed THE ICONIC's 247, marking a significant shift in consumer preference. This victory is especially impressive considering Adore Beauty was positioned in sixth place just one year ago.
The report, which surveyed over three thousand Australians who had actively shopped with these brands in the past six months, places other retail heavyweights like Dan Murphy's, Appliances Online, Kmart, and Mecca in the upper tiers behind the two leaders.
The Winning Formula: Service and Surprise
So, what is the secret sauce that propelled Adore Beauty to the pinnacle of Australian retail? The answer lies in a powerful combination of old-fashioned customer service and modern, seamless convenience.
According to Adore Beauty CEO Sacha Laing, the brand's success stems from a deep commitment to understanding its customers and empowering them to make the best choices for their skin, hair, and budget. It's not merely about selling popular products; it's about creating a shopping experience that feels more like a helpful conversation than a simple transaction.
And then, of course, there's the now-famous Tim Tam. The inclusion of this classic Australian biscuit as a surprise in customer parcels has become a symbolic gesture of appreciation, a tiny reward that resonates deeply with shoppers and adds a personal touch that is remembered long after the unboxing.
What Shoppers Really Want
The report's updated methodology focuses on three core measures of the customer journey: overall satisfaction, the likelihood to recommend the brand, and the ease of the entire shopping process. The findings reveal a retail climate where loyalty is no longer won by the biggest sale or the largest inventory.
For younger shoppers, particularly those aged 18 to 34, emotional connection and authentic brand storytelling are key drivers. Meanwhile, trusted services like THE ICONIC's 24/7 ParcelLockers and same-day delivery in major cities, combined with flexible returns and responsive customer care, ensure it remains a formidable force in second place.
The overarching takeaway is that Australian consumers are savvy and sentimental. They are actively seeking out brands that demonstrate genuine care through thoughtful touches and exceptional service. When marketing and customer service teams work in harmony, brands transform from being merely transactional to becoming personally significant, fostering deeper loyalty and encouraging customers to fill their baskets.
So, the next time an Adore Beauty delivery arrives with that little chocolate treat inside, know that you're holding a small but powerful symbol of what it takes to become Australia's number one retailer for customer happiness.
