{"id":44050,"date":"2023-10-20T15:33:05","date_gmt":"2023-10-20T15:33:05","guid":{"rendered":"http:\/\/startupsmart.test\/2023\/10\/20\/adore-beauty-marks-its-16th-birthday-with-a-huge-international-expansion-startupsmart\/"},"modified":"2023-10-20T15:33:05","modified_gmt":"2023-10-20T15:33:05","slug":"adore-beauty-marks-its-16th-birthday-with-a-huge-international-expansion-startupsmart","status":"publish","type":"post","link":"https:\/\/www.startupsmart.com.au\/uncategorized\/adore-beauty-marks-its-16th-birthday-with-a-huge-international-expansion-startupsmart\/","title":{"rendered":"Adore Beauty marks its 16th birthday with a huge international expansion – StartupSmart"},"content":{"rendered":"
\"Kate<\/div>\n

An ecommerce venture that began life in a Melbourne garage is marking its 16th birthday with its first international expansion into the highly lucrative China market.<\/p>\n

Online beauty products retailer Adore Beauty will launch through Alibaba’s Tmall storefront to break into China’s booming cosmetic market, which is predicted to be worth more than $US100 billion next year.<\/p>\n

Adore Beauty founder and CEO Kate Morris says the company will be adopting a lean startup model for the launch, initially rolling out six brands with about 50 products.<\/span><\/p>\n

\u201cWe\u2019re just going to test and learn,\u201d Morris tells StartupSmart.<\/i><\/span><\/p>\n

\u201cIt\u2019s certainly the largest beauty market in the world.\u201d<\/span><\/p>\n

She says the next 12 to 18 months will be used to gauge the interest and level of demand for Adore Beauty\u2019s products in China.<\/span><\/p>\n

The move will be Adore Beauty\u2019s first serious investment in an international expansion.<\/span><\/p>\n

\u201cIt has taken a little longer that I would\u2019ve liked but obviously there are a lot of complications,\u201d she says.<\/span><\/p>\n

Morris says a key challenge has been adapting to the starkly different Chinese market, one that is more focused on online marketplaces.<\/span><\/p>\n

\u201cWe don\u2019t have that same of kind of environment here,\u201d she says.<\/span><\/p>\n

\u201cThe opportunity in China is certainly pretty big but we wouldn\u2019t kid ourselves that it\u2019s a simple market.\u201d<\/span><\/p>\n

But Morris says she has always had global domination in her sights, and the startup is now a multimillion dollar venture enjoying more than 65% growth after selling a 25% stake to Woolworths last year.<\/span><\/p>\n

\u201cThat growth is actually continuing even though we\u2019re passing the 12 month point,\u201d she says.<\/span><\/p>\n

There is a growing appetite in China for Australian brands that are ethical and pure, she says, with cruelty-free campaigning leading to changes to mandatory animal testing and openin the gateway for more foreign cosmetics to be traded in the China.<\/span><\/p>\n

\u201cCross-border e-commerce is now a possibility in China so big brands don\u2019t have to undergo animal testing,\u201d she says.<\/span><\/p>\n

While more international expansion may be on the horizon, Morris says it\u2019s all about this move for now.<\/span><\/p>\n

\u201cLet\u2019s get China right first,\u201d she says.<\/span><\/p>\n

Follow StartupSmart on<\/em> Facebook,<\/em> Twitter,<\/em>LinkedIn <\/em>and <\/em>SoundCloud.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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