Adore Me disrupted Victoria's Secret with inclusive sizing, subscription DTC, and data-driven buying — and was ultimately acquired by its biggest competitor for $400M.
Get unlimited access to analyze competitor ads, save creatives, and discover winning strategies.
See all ads on AdLibrary →Adore Me (adoreme.com) was founded in 2011 by Morgan Hermand-Waiche in New York City. The brand offers subscription-based and one-time-purchase lingerie with inclusive sizing, sold DTC. Acquired by Victoria's Secret for $400M in November 2022. Also searched as Adore.
Adore Me runs a performance-marketing-first operation with diverse model casting and inclusive sizing messaging at its core. Ads in the Adore Me ad library feature a wide range of body types and skin tones, directly contrasting with the traditional Victoria's Secret aesthetic and capturing the consumer backlash against narrow beauty standards.
On Meta, Adore Me targets women 18-45 across all size ranges with product-specific creative. The brand's data-driven product development — informed by sales analytics — means ads consistently feature bestselling styles, increasing conversion rates. Subscription value messaging anchors acquisition campaigns.
Core themes: inclusive beauty, subscription value, and accessible luxury. "From $25" pricing anchors are prominent alongside diverse model imagery. The try-before-you-buy option reduces purchase anxiety and features in mid-funnel retargeting creative.
Adore Me demonstrates that data-driven product development and inclusive positioning can build a massive business in a category dominated by an entrenched player. By targeting the consumers Victoria's Secret excluded, Adore Me grew to a $400M exit — purchased ultimately by the incumbent it disrupted.
Searching for Adore Me? Whether you type Adore Me ads, Adore ads, Adore Me Meta ads, Adore Me TikTok ads, Adore Me Google ads, or see all Adore Me ads — this page surfaces every active and historical Adore Me creative we have indexed. Browse the full archive at Adore Me ad library. Related queries: Adore Me ads, Adore Me ad library, Adore ads, Adore ad library, see all Adore Me ads, see all Adore ads, browse Adore Me ads, browse Adore ads, find Adore Me ads, find Adore ads, where to see Adore Me ads, where to see Adore ads, Adore Me Meta ads, Adore Meta ads.
