“It was a process of winning hearts and minds one by one…”
Kate Morris is the founder and CEO of Adore Beauty, an online cosmetics retailer. The business was founded in 1999, when Morris was working on the cosmetics counter part-time while attending university. While she loved this work, she realised that for many women, the experience of buying makeup at a department store wasn’t exactly enjoyable. Rather, Morris saw that many felt intimidated instead of empowered as they approached the makeup counters.
Gina sat down to chat with Kate before the Christmas break about the birth and growth of Adore Beauty, the sale of a stake to Woolworths and buying it back, and supporting women in the Australian startup space.
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