Online retailer Adore Beauty has launched its first national television campaign roughly 10 months after private equity firm Quadrant Growth Fund invested in the business with plans to raise its profile.

The 30-second spot, titled “Whatever Makes You, You” depicts women using beauty products in their everyday lives and promotes the message that beauty should be fun and accessible to everyone.

“I’ve always believed that beauty should be something that makes you feel your best, and that feeling should be accessible to everyone. This ad embraces real women and whatever makes them feel good,” Kate Morris, Adore Beauty CEO and founder, said in a statement.

Created in just over a week, the ad is set to air across channel Seven, Nine and Ten nationally.

It comes off the back of a period of strong growth for the 20-year-old e-commerce business, which has benefited from the increase in online shopping and demand for self-care products during the shutdown that forced many bricks-and-mortar retailers to close stores.

Adore Beauty said it saw significant monthly increases in sales of its skincare tools, home fragrances and sex products, and expects to turn over more than its projected $100 million in revenue this financial year.

The retailer has also launched a new initiative to raise funds for Safe Steps Family Violence Response Centre following revelations that Google searches relating to domestic violence rose 75 per cent during the lockdown.

On Tuesday, Morris announced that the company will donate $10,000 to Safe Steps, which provides 24/7 support to women and children in Victoria, and hopes to raise a further $50,000 through the sale of 2000 limited edition beauty care kits.

Valued at over $75, the kits are being sold for $20, with 100 per cent of sales going to Safe Steps.