I am aware that just a couple of posts ago I was poking a little bit of fun at a very different kind of Kate; a waity, idle sort that made no discernible name or career for herself bar a few vague months as a buyer for a fashion chain, a 'job' that handily squeezed in around Swiss skiing trips and polo events. WELL. You know I like to mix things up around here, and today's Kate couldn't be more different.
She is Kate Morris; Adore Beauty founder, retail pioneer, beauty maven, brilliant businesswoman and all-around nice person. I'm sure you're already more than familiar with Adore Beauty, and so you bloody should be. Over the past 11 years, Kate's business has forged a name for itself as a premier online beauty destination for Australian women needing a pretty fix.
Adore Beauty launched at a time when the only things I thought the Internet contained were MSN Messenger, Amazon and ICQ. Well, well! Look how far we've come, people. Adore Beauty is pretty much an ol' stalwart of this cyber world, but doesn't she look good for her age? Clever, too. Personally, I feel the most affinity with the part of their business model that stipulates 'free chocolates and samples with orders'. Business is so awesome that Adore just moved to new, super duper, bigger premises so they can keep filling orders at lightning pace.
Kate's been nominated for the Instyle Women of Style Awards in the Beauty category, alongside Poppy King and Miranda Bond. There are nine categories all up and Instyle look to celebrate inspiring women that are trailblazers in their field. Um, hello? SHOO-IN. Gee, I hope Kerrie McCallum is reading this and taking note. The winners aren't announced until Wednesday but Kate, I have my fingers, toes, and all possible joints crossed for you.
I was lucky enough to ask Kate some questions and even coerced her into playing Agony Aunt on here with some ripper beauty dilemmas....
the love of pink: Congratulations on your Instyle Women of Style awards nomination! What was your initial reaction when you heard?
Kate: Thank you! I was very flattered and surprised. Clearly they don’t know about the hot pink ugg boots I wear at home (ssshhhhh).
Tell me about Adore’s growth over the past 11 years.
Well, for the first four years or so I was home-based; I started by myself in my bedroom, with only 2 brands and the stock stored under my bed. From there I took over the garage (chilly in winter!), and then an actual spare room. In 2004 we moved to a proper business premises, and then took over more and more space, until today where I have 10 staff, 112 brands, and a 600m2 office/warehouse.
Did you ever imagine Adore would grow into the success story that it is today?
Actually, yes. I think most entrepreneurs start their businesses with complete belief in imminent success – that’s the only way you’d be able to stick at it. I probably didn’t realise it would take 11 years though!
You were a pioneer in the online shopping world before many people even understood the concept. What made you believe women would buy beauty products over the Internet?
Well, I already knew from growing up as a beauty junkie in Tasmania that it was next to impossible to get hold of half the products I saw in magazines. And then when I moved to Melbourne and started working in department stores, I discovered that many city women found beauty counters to be quite intimidating, and that it was difficult for them to make good choices with the level of information available. So I was pretty confident that through online shopping I could make beauty products more accessible and give women the power of choice.
The online shopping phenomenon has been causing much consternation to Australian bricks-and-mortar retailers. What do you think are the main reasons consumers are turning online?
From what our customers tell me: convenience, more choice, better service and better information. Unfortunately customer service in bricks-and-mortar stores seems to be pretty dire these days, so people are having to help themselves, and online is the easiest way to do that.
Do you feel threatened by overseas online retailers?
I think we’re moving into a new reality now, where national borders are becoming a thing of the past and we have to recognise that Australian businesses have to be globally competitive.
The thing that does concern me though is that many Australians are buying cosmetics from grey market sites overseas, without even being aware that the product they are buying is not from an authorised source. This puts them at risk of using a product that might be expired, or even fake – and they won’t have the protection of Australian consumer laws if something goes wrong.
The beauty industry seems very Sydney-centric at times. Have you ever thought it’s a challenge being in Melbourne?
The beauty media are very much Sydney-based, but there are plenty of great beauty companies in Melbourne – Aesop, Bloom, Apivita and KEVIN.MURPHY, just to name a few. I don’t find it to be a disadvantage.
You stock some brilliant Melbourne-based brands like Bloom and Unico. What else, from a local perspective, is on the cards?
We’ve always got an eye out for great new up-and-coming local brands – not just Melbourne but Australia-wide. As for what’s coming next? Well, that’d be telling... you’ll just have to stay tuned!
I think it’s absolutely essential to be listening to our customers with as many ears as we possibly can. I always find it a bit odd when traditional bricks-and-mortar businesses don’t seem to want to know what their customers really think. In my opinion, retail is ALL about the customer, so we’re dying to know what you guys think and what you’re interested in – however you want to tell us – tweets, phonecalls, Facebook, whatever!
We are still very much in web 2.0 and, looking back 10-15 years, it’s amazing to see how far the online space has come. What do you see for Adore in the long term?
Well here’s a scoop for you – we’re relaunching a brand new website very very soon! I can’t spill too many of the details, but expect to see more video, more reviews, and more ways to navigate our ever-growing product range.
Word on the grapevine is you are a mad foodie. As a favour to all Melbournians who read this blog (and, well, ME), do share your favourite spots to eat in Melbourne.
MoVida (in both its locations) is always great; as is Cumulus Inc – my little sister is an apprentice chef there, so naturally that adds to its awesomeness. The pork belly sandwiches at Earl Canteen are hard to beat, as are the breakfasts at Mixed Business in Clifton Hill.
(theloveofpink note: tick, tick, tick. Head nods all around. The lady has magnificent taste!)
You are about to become a new mother. Come on, spill. How are you planning on juggling everything?
Well, I guess one of the perks of having your own business is that you can be pretty flexible with working arrangements. I’m planning to take a few weeks off, and then after that I’ll see how I go with doing a bit from home, or maybe even taking the little one into work occasionally.
You’re a self-confessed beauty junkie. You have access to - and a thorough knowledge of - the most glorious stable of brands. Solve these dilemmas:
- Huge zit forming on chin. Big meeting tomorrow. What on earth should I do?
Don’t squeeze – you’ll just make it angry. Hit it with a hot water compress to try and draw out the evilness, then layer up a spot treatment (such as Alpha-H Clear Skin Blemish Control Gel or Clean Start by Dermalogica Hit the Spot) with an absorbing mask over the top (like Ole Henriksen Blemish Attack Purifying Mask). Leave the mask on overnight.
- I find I have to wash my hair SO frequently. By the second day, it’s getting oily already. How can I turn this nasty pattern around?
The more you wash, the more oil you get, so it’s a self-perpetuating cycle. Try and extend your washing cycle by an extra day with a dry shampoo (I like Ojon Rub-Out Dry Cleaner). Also, make sure you’re only using conditioner on the midlengths and ends of your hair.
That said, if your hair is very fine, there may not be a lot you can do.
- At the end of a beautiful few days, my spray tan is parting ways with my skin in the ugliest manner. What on earth should I use to scrub myself a new one to get rid of those last remnants of colour?
I’d suggest a tan remover like the TAN-OFF mitt – this works wonders! I suggest showering for a few minutes first just to soften up the dead skin cells, and then go nuts with the mitt – your old crusty tan will rub right off.
Be honest. What three products will never, ever leave your makeup bag? (This week, anyway.)
Oh dear... this is a Sophie’s Choice question for me! But I’ll try. Right now I am loving Benefit Erase Paste undereye concealer, BECCA The Ultimate Mascara, and Laura Mercier Tinted Moisturiser.
Isn't she lovely? Am committing Kate's beauty-conundrum tips to memory - notice I didn't even say please solve them. The front of me, honestly. I hope you enjoyed Kate's interview half as much as I did. Can't wait to see the new site! x
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