Adore Beauty has opened its largest store to date on Level 1 of Melbourne Central, giving the retailer a flagship in the middle of its hometown CBD. It's the 16th store for a business that spent more than two decades selling beauty online before opening its first physical store at Westfield Southland just under two years ago. The new space, which opened on Thursday, October 1, brings more than 150 brands under one roof, from Medik8 and Dermalogica to K18, with the retailer's full online range of more than 19,000 products available to order in store through its 'endless aisle'. If you're after something more hands-on, two private treatment rooms — double what you'll find at other Adore Beauty stores — are staffed by qualified dermal therapists running an advanced treatment menu. The flagship also debuts a dedicated K-Beauty shop-in-shop, where cult-status brands like Biodance, VT Cosmetics, TIR TIR and D'Alba sit alongside Numbuzin and Dr Althea, two labels getting their first Adore Beauty in-store home here. Taking centre stage is the Fragrance Bar, which pairs emerging and independent labels with the traditional fragrance houses, and according to Adore Beauty, nearly one in three fragrance dollars spent with the retailer already goes to an emerging brand. "Melbourne Central represents the next evolution of Adore Beauty: a store built around our obsession with formulas, results, exceptional service and expert advice," says Adore Beauty CEO Sacha Laing. "This flagship brings that expertise to life, with an advanced treatment menu, expert dermal therapists, beauty advisors, and a curated range of more than 150 brands in the heart of Melbourne." To celebrate the opening, the first 1,500 customers through the doors are receiving gift bags valued at more than $150, stocked with Adore Beauty favourites. Every in-store purchase also comes with a Tim Tam, just like the retailer's online orders. Adore Beauty Melbourne Central is open now on Level 1, Melbourne Central, 211 La Trobe Street, Melbourne. Find out more at adorebeauty.com.au. Images: Supplied