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Sex sells: Adore Beauty enters new category

Online retailer Adore Beauty has expanded beyond its core range of skincare and makeup into a new category – sex toys and products.

The range, which can be found under the ‘Adore You’ drop-down, features vibrators, condoms, oils and other products.

Adore Beauty founder and chief executive Kate Morris describes the offering as a luxe, tasteful selection curated by women.

“The traditional experience of shopping for these products has not been very empowering or women-friendly; products for women have often been sold next to products that could be considered degrading to women, which is obviously not the case at Adore Beauty,” Morris told Internet Retailing

“Our sexuality is a core part of who we are as women, and so intrinsically linked to how we feel about ourselves and our bodies.”

Morris said women should be able to integrate these products into their self-care regime to empower women to feel good about themselves. 

“If we can achieve that, it’s something I will be very proud of.”

The products have already had a positive response from customers, according to Morris. Since the soft launch last week, the range has generated a “respectable” sales volume.

It was a long road, however, to get the whole team to agree it was a direction the business should head in.

“At first, it seemed too scary to contemplate. But then, we pulled a working group together of women on the team with different ages, cultural backgrounds, and levels of comfort [who] spend hours together, talking openly and courageously about their experiences,” Morris said.

“And after that… we realised that this mattered, and we had to do it.”

The announcement comes just two months after private equity firm Quadrant Growth Fund acquired a 60 per cent stake in the pureplay beauty retailer after years of strong growth.

Adore has more than tripled its revenue since FY17, a feat Morris attributed to having the right selection, at the right time.

“We’re really good at that,” she said.

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