An Australian beauty entrepreneur is fighting to keep her business afloat after what she describes as a disastrous website upgrade involving software giant Adobe. Briony Kennedy, founder of Melbourne-based ethical beauty brand Adorn Cosmetics, claims a transition to Adobe’s Commerce Platform turned into a financial nightmare, leaving her with millions of dollars in losses, mounting debt and a business on the brink of collapse.Kennedy, who founded Adorn Cosmetics in 2008, had built the brand into a successful make-up and skincare business that generated an annual turnover of $6 million at its peak. However, she claims that the company’s fortunes took a dramatic turn after she decided to upgrade its website in 2021, moving from a basic platform to Adobe’s Commerce Platform in the hope of expanding its digital reach and increasing sales.According to a report by the Daily Mail, Kennedy is now pursuing legal action against the US-based software company, alleging that the transition, which was expected to strengthen her online business, instead contributed to its financial downfall.
Adorn Cosmetics founder says Adobe promised revenue growth of up to 94%
Kennedy alleges that sales dropped 30% after her company transitioned to Adobe’s Commerce Platform in 2021. (Photo: Instagram)
Kennedy reportedly agreed to a contract costing her $15,000 per month after Adobe projected revenue growth of between 34 per cent and 94 per cent through the new platform.An Adobe press release issued at the time highlighted the platform’s potential to help Adorn Cosmetics run more targeted marketing campaigns using its email database and social media following of nearly 100,000 people.Explaining why she decided to invest in the upgrade, Kennedy told the Daily Mail that data security was one of her primary concerns.“I wanted to know that my data was secure,” she said, adding that she later realised her existing website platform might have been sufficient for her business.“Later down the track, I found out that the website I was already using would have sufficed,” she added.Website launch delayed from three months to nine months, sales allegedly dropped 30%According to Kennedy, the transition was far more complicated than she had anticipated. What was initially expected to be a three-month project reportedly took nine months to complete. She also alleged that repeated delays and high staff turnover at Adobe made the process increasingly difficult for her team.Recalling the experience, she described the project as an “absolute s***show”.“What was supposed to take three months took nine months to launch with nothing but tears from my staff,” she said.Kennedy further claimed that her team was not provided with the promised credentials or adequate access to understand the technical problems affecting the website. She alleged that several essential features had not been configured properly when the platform was launched.“There were so many things they had not set up. All it did was cause the demise of my business and 18 years of hard work,” she told the publication.The entrepreneur also claimed that sales fell by 30 per cent after the new website eventually went live, adding to the financial pressure on the company.
Founder claims she lost over $1 million in digital advertising
The website problems were not the only financial setback Kennedy alleges she faced. She also claimed to have lost more than $1 million on advertising campaigns across Facebook and Instagram, which she said failed to direct customers back to the Adorn Cosmetics website.With the monthly platform costs continuing and expenses mounting, Kennedy said she found herself trapped in a contract while struggling to keep the business operational.The financial strain eventually forced her to make significant personal and professional sacrifices. According to the report, she reduced her workforce from 15 employees to just four and sold the family home to manage the mounting financial pressure.Although she did not disclose the exact amount of her losses, Kennedy told the Daily Mail that the figure ran into millions of dollars.
Adorn Cosmetics moves to Shopify as founder pursues legal action against Adobe
The entrepreneur claims mounting losses forced her to sell her family home and reduce her workforce from 15 employees to four. (Photo: Instagram)
After struggling with the platform, Kennedy eventually abandoned Adobe and rebuilt the company’s website using Shopify last year. However, by then, she said the business was already dealing with substantial debt and financial difficulties.Following unsuccessful mediation talks, the entrepreneur has now initiated legal action against Adobe, seeking to pursue her claims against the software company.Reflecting on the situation, Kennedy said she felt she had little left to lose.“I’ve got nothing to lose as I’ve already lost everything,” she said.The dispute highlights the potential financial risks small businesses can face when investing heavily in digital infrastructure without fully understanding the long-term costs and operational requirements.
New customers give entrepreneur hope as she warns small businesses
Despite the setbacks, Kennedy has not given up on Adorn Cosmetics. Support from existing customers and a recent surge in orders have offered her some encouragement as she attempts to keep the brand alive.She revealed that the business gained 100 new customers within just 48 hours earlier this week, giving her renewed hope amid the financial uncertainty.Kennedy has also decided to speak publicly about her experience to caution other small business owners against rushing into expensive technology upgrades without carefully assessing their requirements.Her advice is to understand the risks involved, examine the worst-case financial scenario and avoid replacing an existing system simply because a newer platform appears more attractive.“Find out what the worst-case scenario is. If things are working, don’t chase the new shiny thing,” she said.