Former Witchery head of digital, Jeremy Eaton has joined Adore Beauty as Head of Loyalty and Acquisition on a 12-month contract.

As head of digital for Witchery for two-and-a-half years, Eaton was part of the executive team with responsibilities including overseeing the online and marketplace profit and loss, as well as acting as the product owner for the brand’s web and app platforms. He’s also previously held digital and marketing roles across HotDoc, Tiger Mist in the US, MYOB and Qantas.

Adore Beauty has reported a 2.3% increase in revenue for the first half of FY25, reaching $103 million, compared to $100.7 million in the previous corresponding period. The company’s earnings before interest and tax (EBIT) increased by 126% to $2.8 million, with a margin of 2.7%. However, net profit after tax declined by over 30% to $628,000.

In a strategic move, Adore Beauty has opened its first physical retail store at Westfield Southland in Melbourne. A second store is planned for Watergardens in March, with up to six more stores expected to open this year. The company aims to establish a national network of over 25 stores across Victoria, New South Wales, Queensland, and Western Australia.

“The changes in Adore Beauty’s marketing lineup continue with Jeremy Eaton appointed as Head of Loyalty and Acquisition,” stated an email. The shift to physical retail was the last major initiative of former Chief Marketing Officer Dan Ferguson, who left the company after seven years this month.

“The endgame? A national network of 25+ stores spanning VIC, NSW, QLD and WA—because clicks alone no longer cut it,” said the email.