Small But Mighty
A new report from Power Retail reveals Australia’s Most Loved Retailers, ranking NPS, customer satisfaction, and effort ratings.
Cosmetics powerhouse Adore Beauty has been named Australia’s Most Loved Retailer for 2025, climbing from sixth place last year to claim the top spot in the second annual report by Power Retail in partnership with Klaviyo.
The Most Loved Retailers 2025 report surveyed more than 3,000 Australian consumers to uncover which retailers are resonating most with shoppers in today’s competitive landscape, and why.
Adore Beauty’s rise to number one was fuelled by its seamless online shopping experience and small but memorable touches, such as including a Tim Tam in every order. It’s a detail that continues to win over customers in a year where ease, trust and value are driving loyalty.
Refining our methodology from last year, our data team developed an enhanced index to calculate a composite score for each retailer, which offers a holistic view of the customer journey. The PRICE score incorporates three industry-recognised metrics:
- Net Promoter Score (NPS): Likelihood to recommend
- Customer Satisfaction (CSAT): Overall satisfaction
- Effort Rating: Ease of interaction
With a total PRICE score of 248, Adore Beauty took the #1 spot, narrowly edging out THE ICONIC with a score of 247. Rounding out the top ten are Dan Murphy’s, Appliances Online, Kmart, Mecca, Chemist Warehouse, Bonds, Myer, and BCF.
Only four retailers returned to the top ten this year, with Mecca and Bonds joining Adore Beauty and THE ICONIC as repeat players.
Sacha Laing, CEO of Adore Beauty, shares: “From day one Adore Beauty has always strived to deliver an exceptional experience for our customers, and that focus continues to inform our strategy. From maximising the brands and products we carry to the conversations and content we create for our community, our approach to customer education and engagement is always to meet them where they are and empower them to make the right choice for their needs.”
Compared to 2024, this year’s data reveals that ease, trust and meaningful perks were decisive factors in customer love. As cost-of-living pressures persist, shoppers are more discerning about where they spend, gravitating toward brands that blend convenience with personalisation and genuine value.
Fast and reliable delivery remained a key differentiator for leading retailers including THE ICONIC, Appliances Online and Adore Beauty. Meanwhile, “little extras” such as surprise treats, bonus samples and premium delivery experiences continue to set standout brands apart.
Of all product categories surveyed, the top ranked retailers included:
- Fashion & Accessories: Bonds; Country Road; Uniqlo; Foot Locker; Cotton On
- Electric & Office: Appliances Online; JB Hi-Fi; Officeworks; The Good Guys; Dyson
- Home & DĂ©cor: Adairs; Spotlight; Pillow Talk; Kitchen Warehouse; Dusk
- Sports & Leisure: Rebel; Adidas; Nike; JD Sports; The Athlete’s Foot
- Health & Beauty: Adore Beauty; Mecca; Chemist Warehouse; Priceline; Sephora
- Department Stores: Kmart; Myer; Big W; Harris Scarfe; David Jones
Amongst different selling channels and age demographics, the top ranked retailers are:
- Australians between 18-34: Mecca; Adore Beauty; Bonds; THE ICONIC; Bunnings Warehouse
- Australians 34+: Appliances Online; THE ICONIC; Adore Beauty; Dan Murphy’s; BCF