Skincare products that the beauty mogul waited 22 years to launch

“We’ve always stood by brands we can trust,” says Morris. “For us, this is another brand that we believe in. It’s not about us turning around. It’s a place where customers feel like their needs aren’t being met.” .”

Dewy-C SPF50+ Facial Sun Milk, Daily SPF50+ Broad Spectrum UVA and UVB Protection with Vitamin C and Resveratrol, $39.95 (75ml) and Barrier Boost SPF50+ Facial Sun Cream, Daily SPF50 Broad Spectrum UVA with Niacinamide and Ceramides and UVB Protection, $39.95 (75ml) ) from Adore Beauty.

“This is not going to be an AB Labs show, away from 260 brands,” says Morris. “We have global ambitions for this.”

Private label products include Ella Bache, which has been selling skincare through salons for decades, and Adore’s Australian beauty rival Mecca, which launched the Mecca Cosmetica line in 2003 and Mecca Max in 2017. , is a common feature of the crowded beauty industry. The difference is that Adore Beauty doesn’t have shelf space in its brick-and-mortar store for customers to try out products.

“I think people are becoming more and more comfortable with trying products online for the first time, especially based on the trust they have with their customers,” says Morris. “We know it because we follow the podcasts faithfully. that’s not the point.

Skincare is just the tip of the lucrative iceberg, and Morris said other product categories based on consumer research are already in development. Having chosen the challenging area of ​​sun protection as AB Lab’s product debut after spending his two years in an Australian lab, these should be relatively simple.


“Australia has some of the strictest treatment regulations when it comes to sunscreen, so I went for the hardest product in the hardest category,” she says. country.”

“We have a very educated, very discerning customer with access to all global brands, but it’s not a very big market. You have to be a big fish in a small pond. If we can, the chances are quite high globally.”

Adore Beauty went public on the Australian Stock Exchange in 2020, but its recent financial reports are more mottled than teenage skin. In August, earnings before interest, taxes, depreciation and amortization (EBITDA) for fiscal 2022 were $5.3 million, down 30% year-over-year.

In August, CEO Tenneale O’Shannessy announced that she would be leaving the company in February, but Morris has no plans to leave her position as Adore Beauty’s head of innovation.

“I haven’t been CEO in five years,” Morris says. “I really enjoy being here. It’s inspiring to talk to our customers about what they need from us and what they need for us to adapt and evolve. Madonna It’s like, if you don’t evolve, you can’t live.”

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Skincare products that the beauty mogul waited 22 years to launch

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