Australia & New Zealand's Most Trusted D2C Brands 2026 › Adore Beauty
#9 of 100 – Beauty & Personal Care

Adore Beauty

Online beauty retailer that sells third-party brands and its own labels (Viviology, AB Lab), owns the Ikou wellness brand and had a 20-store network by the end of FY2026.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 88/100
Adore Beauty ranked #9 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score84.13out of 100
ANZ D2C rank#9 of 100
HeadquartersMelbourne, VIC, Australia
Founded1999
Latest revenueA$207.3M revenue (FY2026, year ended 30 Jun 2026)
Trust pillar88/100

The Adore Beauty story

Adore Beauty was founded in Australia in 1999 by Kate Morris and James Height and is owned today by Public (ASX: ABY), Adore Beauty Group Ltd. It is one of 3 Beauty & Personal Care brands in this year's ranking, where it places #1.

Why people trust Adore Beauty

It has sold beauty online since 1999, has been ASX-listed with public accounts since 2020, and grew new customers 14 per cent in FY2026.

The watch-out

Underlying EBITDA fell to A$3.8M in FY2026 from A$8.1M as store costs rose and gross margin slipped to 34.8 per cent.

Why Adore Beauty ranks #9

Strongest of the four trust-led pillars

Consumer Trust & Sentiment, scored 88 out of 100.

Room to grow

Brand Recall, scored 78 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Adore Beauty scores 84.13 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
88
Brand Recall (18%)
78
Brand Positioning (15%)
85
Brand Love (15%)
86
Product, Innovation & Delivery (10%)
84
Digital & Financial Soundness (6%)
78
Governance & ESG (4%)
80

Versus its nearest rivals

7Rip CurlFashion · 85.228RACVMobility · 84.329Adore BeautyBeauty · 84.1310KathmanduFashion · 83.7611RAAMobility · 83.54

Questions people ask

What rank is Adore Beauty in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?

Adore Beauty ranks #9 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 84.13 out of 100.

Why is Adore Beauty trusted?

It has sold beauty online since 1999, has been ASX-listed with public accounts since 2020, and grew new customers 14 per cent in FY2026.

What is Adore Beauty's revenue?

A$207.3M revenue (FY2026, year ended 30 Jun 2026), as per company filings.

Who owns Adore Beauty?

Adore Beauty is owned by Public (ASX: ABY), Adore Beauty Group Ltd. It was founded in 1999 in Australia and is based in Melbourne, VIC, Australia.

What is Adore Beauty's biggest challenge?

Underlying EBITDA fell to A$3.8M in FY2026 from A$8.1M as store costs rose and gross margin slipped to 34.8 per cent.

Key facts

BrandAdore Beauty
Company / ownerPublic (ASX: ABY), Adore Beauty Group Ltd
HeadquartersMelbourne, VIC, Australia
Founded1999
Founder(s)Kate Morris and James Height
Latest revenueA$207.3M revenue (FY2026, year ended 30 Jun 2026), as per company filings
SectorBeauty & Personal Care
Country of originAustralia

Sources

  • Annual report and results announcements lodged with the ASX
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in Australia or New Zealand, are controlled there today, and sell mainly direct to consumers: online, by app, by phone or mail order, or through their own stores under their own label. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as lodged with the ASX or NZX, with ASIC or the New Zealand Companies Office, or published in company results, or, where marked, as stated by the company itself. Figures are in Australian or New Zealand dollars unless noted, and are not converted. Some figures are for a parent company segment, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.