Adore Beauty’s Black Friday ‘overperformance’ hurts profits

Adore Beauty’s Black Friday ‘overperformance’ hurts profits

Adore Beauty says it has been dragged down by heavy discounting during the Black Friday and Cyber Monday sales as the cosmetics retailer posts a 70 per cent decline in half-year profit.

Adore Beauty puts faith in store roll-out as profit tumbles

The cosmetics player will add six more sites this year to combat challenging retail conditions, following a sharp 70 per cent drop in net profit during the half.

Adore Beauty sales soar but Black Friday ‘overperformance’ hurts profits

Online beauty retailer Adore Beauty is aggressively pursuing the growth of its customer base as the company attempts to lift its faltering profits. The company said its “overperformance” during the Black Friday, Cyber Monday (BFCM) period contributed to a 120-basis-point decline in its gross profit margin to 35 per cent in the first half of the 2026 financial year due to discounting. But an 8.7 per cent year-on-year growth in revenue to $111.9 m…