Adore Beauty Opens Flagship

Adore Beauty will open its largest store to date at Melbourne Central on 1 October, as the online beauty retailer continues its expansion into physical retail.

The Melbourne Central store will be Adore Beauty’s flagship. This will be its fourth store opening this year, sixteenth branded location, and part of a broader Group retail network that includes seven iKOU stores. Further stores in Miranda and Karrinyup are expected to take the Group network to 25 locations by the end of the year.

The expansion marks a significant change for a business founded more than 25 years ago as an online-only beauty retailer. Adore Beauty opened its first branded physical store at Westfield Southland just over 20 months ago, drawing hundreds of customers, with queues forming from as early as 5:00am.

“Melbourne Central represents the next evolution of Adore Beauty: a store built around our obsession with formulas, results, exceptional service and expert advice,” said Sacha Laing, Chief Executive Officer of Adore Beauty.

Melbourne Central attracts more than 55 million visitors a year, and generates more than $700 million in annual sales. The retailer says this location was the, “obvious choice” for Adore Beauty’s largest store to date.

The flagship will offer more than 150 brands, alongside access to Adore Beauty’s wider online range of more than 19,000 products through its ‘endless aisle’. Customers will also have access to the retailer’s AI advice platform, ASK AURA.

The store will include two private treatment rooms staffed by qualified dermal therapists.

It will also feature a dedicated K-Beauty shop-in-shop. Adore Beauty reports one in every $4 spent on skincare in-store goes to a K-Beauty brand.

A dedicated Fragrance Bar will focus on emerging and traditional fragrance brands.

“Our customers have always trusted us to curate, educate and bring genuine beauty solutions in what can feel like an infinite supply of information in an overwhelming beauty market. This flagship brings that expertise to life, with an advanced treatment menu, expert dermal therapists, beauty advisors, and a curated range of more than 150 brands in the heart of Melbourne,” says Laing.

The opening follows the launch of Adore Beauty Obsessed, the retailer’s new masterbrand platform. Its Adore Beauty On Call initiative allows customers to seek advice from beauty experts via DM.

The Melbourne Central store will open to the public at 10:00am on 1 October 2026 on Level 1, Melbourne Central, 211 La Trobe Street, Melbourne with giveaways planned for the first 1500 customers.