Adore Beauty Launches Obsessed Brand Platform
The beauty retailer introduces a new visual identity to help customers better navigate the crowded beauty market.
Updated on Oct. 15, 2026 in Beauty
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Adore Beauty has officially launched its new Obsessed brand platform in partnership with the agency Fabric. This move marks a strategic transition for the company as it evolves into an omnichannel beauty destination across Australia.
Why it matters
The initiative aims to address consumer difficulties surrounding choice, misinformation, and beauty standards. By leveraging extensive research, the platform provides a clearer path for shoppers navigating the modern beauty landscape.
The Obsessed platform was developed through comprehensive qualitative and quantitative research. It introduces a new visual identity across digital and physical stores to better connect with consumers.
The players
Adore Beauty
Adore Beauty is an Australian beauty retailer that has expanded from an e-commerce model into an omnichannel shopping destination.
Fabric
Fabric is an agency within TBWA Australia that partnered with Adore Beauty to develop the new brand identity.
The details
Developed with Fabric, which is part of TBWA Australia, the platform employs a visual narrative featuring both stills and motion to depict hyperbolic scenarios. The creative strategy is designed to ground the brand as it expands its physical and digital retail presence.
Timeline
15 October 2026: Adore Beauty launched the Obsessed brand platform.
Culture Shift
This move highlights the broader transition of digital-first beauty brands into omnichannel entities as they seek deeper engagement with consumers. The strategy reflects a shift towards cohesive brand storytelling designed to cut through the digital noise.
Customers can expect to see a fresh visual identity across both the Adore Beauty website and physical retail locations. This rebranding aims to simplify the shopping experience by helping users more easily navigate various products and beauty standards.
The takeaway
The Obsessed platform reflects a move toward more intentional brand identity in the competitive beauty sector. Consumers are encouraged to look for the new visual storytelling cues when shopping to better navigate available product choices.
Further reading
Learn more about the latest trends in the industry on the Australia Beauty page.
Source note: This article includes information reported by Campaign Brief.
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