Woolworths expands its reach into the beauty market

Supermarket giant Woolworths has taken a 25% stake in Australian beauty website Adore Beauty, according to insideretail.com.au.

The e-tailer has been operating for 15 years and is home to over 5,500 beauty products and cosmetics and stocks 120 beauty brands that range from Clinique to Benefit.

Woolworths already has a range of retailers under its ownership belt, including Dan Murphy’s, BWS, BIG W, EziBuy, Thomas Dux and Langton’s.

While Woolworths has taken over part of the ownership, the brand identity of Adore Beauty will remain unchanged with the same branding and web layout.

Kate Morris, founder and CEO of Adore Beauty explained that the step was part of the company’s growth strategy and a way of winning back Australian customers that have been shopping offshore.

“This investment will strengthen and cement our position as Australia’s leading premium beauty e-tailer. I’m very excited about the possibilities it brings.”

Woolworths GM Emily Amos, reiterated this sentiment explaining the supermarket giant is pleased to be able to “support a growing and innovative Australian online retailer like Adore Beauty in a channel that is traditionally held by international players”.