Adore Beauty opens on Tmall

BY Australian Retailers Association
19 April 2016

tmall 2Australian beauty and cosmetics e-tailer, Adore Beauty, has opened a store on China's largest e-commerce site - Tmall Global.

The expansion is an important step in the company’s growth to become the dominant online beauty destination in the Asia Pacific region.

The Chinese cosmetic market is the largest in the world and has the potential to become a US$113.9 billion industry by 2017. Adore Beauty’s Tmall store will cater to China’s growing demand for ethical and natural beauty products that haven’t been tested on animals. It will stock popular Australian brands not available in China, including evo, Lanolips, asap, Alpha-H, Skinstitut and ELEVEN – most of which are exclusive on Tmall to Adore Beauty.

“Chinese shoppers are very discerning and favour high quality, environmentally friendly beauty products which is why Australian brands are very popular but until now, have largely been unavailable in this market. We see a huge opportunity to launch these brands in China via Adore Beauty’s Tmall store," said Kate Morris, CEO of Adore Beauty.

Adore Beauty’s international expansion comes off the back of a strong FY2015, which included Woolworths taking a 25 per cent stake in the business in May 2015.

“Momentum is strong and we are ready to take Adore Beauty to the next level and realise our vision to become the number one online premium beauty retailer, not just in Australia but in the region,” Morris said.

“We pride ourselves on being a customer-centric retailer that truly understands the premium beauty consumer. We grew our product range from 6,000 to 10,000 products in the last 12 months, including signing up industry favourites Estée Lauder and Ella Bache, and increased revenue by 70%. We are looking forward to working with Tmall to further build our business across APAC.”

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Australian Retailers Association

Founded in 1903, the Australian Retailers Association (ARA) is Australia’s largest retail association representing Australia’s $310 billion sector, which employs more than 1.2 million people. As the retail industry’s peak representative body, the ARA works to ensure retail success by informing, protecting, advocating, educating and saving money for its 7,500 independent and national retail members throughout Australia. For more information, visit or call 1300 368 041.

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