Kate Morris

Beauty advocate Kate Morris, CEO and founder of Adore Beauty, started Australia’s first beauty e-commerce site in 1999 from a garage in Melbourne at the age of 21.  

Starting with just AUD$12,000 and two little known cosmetic companies on board, Adore Beauty has grown to more than 160 brands, 12,000 products, and annual turnover of more than AUD$20m.  

A university job on the cosmetic counters led Kate to realize that most women found department stores intimidating and unpleasant. Kate was inspired to create a disruptive beauty shopping experience that empowered consumers. 

In May 2015, Adore Beauty announced an investment from retail giant Woolworths Limited. Kate was awarded the Business Innovation Award for Victoria at the Telstra Business Women’s Awards in 2014, and was inducted into the Australian Businesswomen’s Network Hall of Fame in 2015. 

Adore Beauty has also been scooping up accolades, making the lists for Deloitte’s Technology Fast 50 Australia and Technology Fast 500™ Asia Pacific for the last three years in a row, as well as the SmartCompany Smart50 in 2016. 

“Adore Beauty aims to disrupt the traditional beauty industry by supporting the newly empowered beauty consumer, through superior brand selection, unique tools and service to help with product choice, and opportunities for trial.” Kate Morris, CEO and Founder of Adore Beauty.