Adore Beauty CMO Dan Ferguson has parted ways with the business after seven years. His exit follows the opening of the once ecommerce-only beauty retailers first physical store in Southland, Victoria last month - the first of at least 25 retail locations the planned nationally as the brand looks to grow its active customers from 800,000 to 1.25 million.

 “We believe we do beauty in a fundamentally fantastic, accessible, pragmatic and authentic way," Ferguson told Mi3 last month. "Physical stores are a good way to buy beauty. If you believe that and customers love you – and they do, as they keep on repeating – we have the impetus to broaden our reach, to increase that accessibility and opportunity for customers to see us.”

Ferguson announced his exit on Friday in a post shared to LinkedIn.

Reflecting on the transformation of the marketing unit over his tenure, he said: "Seven years ago, I stepped into a business that was just a fraction of its current size with a team of three, since grown to over 35.

"A key focus was always growth, but it's been a diverse challenge. In my first 2 years, revenue doubled and traffic tripled whilst more recently starting and scaling retail media to $4m+ supported significant EBITDA gains."

"I was closely involved in Adore's journey into private equity and then IPO and subsequent ASX life, serving three CEO's Tennealle O'Shannessy Tamalin Morton and Sacha Laing."

Ferguson did not reveal his next move, but that he planned to take some time for himself and "acquire some sort of hobby" before taking on "the next transformation".

Mi3 has reached out to Adore Beauty for comment.