Adore Beauty, valued at around $25m on the ASX and known for its makeup, skincare, haircare and fragrance range, is pushing through deep cost cuts. While running a major online sale with discounts of up to 50%, the company has quietly removed layers of staff across its operations.
At least 20 roles in marketing, customer service, human resources and information technology were reportedly eliminated from its Melbourne head office in April. Insiders say the latest cuts follow a broader restructuring of the business.
Earlier in the year, around 20 warehouse positions at Adore Beauty’s Melbourne facility were also axed, adding to concerns about the depth of the retrenchment. Staff describe four earlier, smaller redundancy rounds that already stripped out dozens of jobs across the business.
Those earlier cuts came before the two most recent waves, which have hit both head office and logistics. Employees link the acceleration in job losses to leadership changes and a strategic pivot toward artificial intelligence tools.
Workers point to the arrival of a new chief executive at Adore Beauty in 2024 as the moment the restructuring effort gained momentum. Since that leadership change, employees say the company is increasingly focused on automation and digital efficiency in customer-facing and back-office functions.
The pattern of repeated, smaller redundancy rounds, followed by larger head office and warehouse cuts, has fuelled anxiety about how far the AI-driven overhaul will go. Many inside the business now view each promotion of new technology or sale event as a potential precursor to further job losses.
