Adore Beauty appoints new Chief Executive Officer

Reading Time: 2 mins
By Published On: November 17, 20220 Comments

Adore Beauty has appointed highly experienced retail executive Tamalin Morton to lead the business as Chief Executive Officer.

Tamalin Morton will be starting at Adore Beauty in the Chief Executive Officer role on January 9 2023. She brings to the role more than 20 years retail leadership with CEO, General Manager and Chief Operating Officer roles at Priceline, Kathmandu, Spotlight Retail Group, and most recently Best Friends Pets and My Pet Warehouse.

Earlier this year, CEO Tennealle O’Shannessy announced she would be departing the company at the end of this year. O’Shannessy led the company over the past year. “It has been a great privilege to work with an exceptionally skilled team whose enthusiasm and hard work have contributed so much to the growth and success of Adore Beauty,” she said upon tendering her resignation. Founders Kate Morris and James Height will assume co-CEO roles for the interim period.

Adore Beauty was conceived in 1999 and launched in a Melbourne garage in early 2000 by its founder Kate Morris. Developed in the early days of e-commerce, “Australia’s Biggest Beauty Democracy.” now boasts over 200 leading global beauty brands. With 22 successful years under its belt, the country’s first and longest running online beauty store is constantly evolving to meet consumer demands as a platform now featuring integrated content and marketing alongside their retail functionality. The company has seen a successful 2022 so far.

As CEO of Best Friends Pets and My Pet Warehouse, Tamalin significantly increased sales and profitability over three years, supporting its acquisition by Petspiration Group. Prior to that, Tamalin led the Priceline and Priceline Pharmacy unit at API before its acquisition by Wesfarmers, driving like-for-like sales growth and overseeing the Sister Club – one of Australia’s largest loyalty programs.

Commenting on the appointment, Chair Marina Go said, “Tamalin’s extensive industry experience will be instrumental in fast-tracking our growth, and delivering on our strategic initiatives to increase revenue, customers, and margins over the short and longer term. She brings relevant category experience and a proven track record of driving growth within omni-channel, high-growth entrepreneurial businesses.

“Tamalin’s customer-centric approach and focus on team culture aligns with Adore Beauty’s values. The Board is particularly excited by Tamalin’s ability to scale businesses quickly. Importantly, Tamalin’s marketing credentials will be invaluable as the industry continues to navigate higher customer acquisition costs.”

Ms Morton said, “I have closely followed the Adore Beauty business for many years, first from a competitive perspective and then as a loyal, returning consumer. Adore Beauty is at an exciting juncture in its growth trajectory with two owned brands now successfully launched, and the structural shift to e-commerce well underway. In addition to the business’ clear growth strategy, I see additional opportunities for Adore Beauty to capitalise on its market-leading position to increase basket size, order frequency, and profitability.

“I’m looking forward to working with Adore Beauty’s skilled and passionate team, and to increase value for our customers, brand partners and shareholders.”

The e-commerce landscape is changing. With a Power Retail Switched On membership, you get access to current e-commerce revenue and forecasting, traffic levels, average conversion rate, payment preferences and more! 

About the Author: Rosalea Catterson

Rosalea is the Editor of Power Retail. With a keen interest in consumer behaviour and tech, she covers everything ecommerce and hosts the Power Retail Power Talks Podcast.

Share this story!

Leave A Comment