"I've just had so many people reach out to me and say'hey look,I've never bought shares before because I've never really seen anything that inspired me enough to go and organise it all and get a broker account set up... but I think this is something I can get excited about'."
"To me that's just wonderful and that's why representation matters."
Adore's listing is the most valuable float this year and it is the biggest women-led business to list on the ASX,with Ms Morris as co-founder and Tennealle O'Shannessy as chief executive.
Ms Morris said lots of the women investing were very familiar with the company and the products it stocks,including cult beauty brands like Aspect,The Ordinary and Skinceuticals.
"If you're a customer of a business then you understand what the value proposition is and one of the things that appealed to fund managers when we were doing the roadshows is that we did have this base of just really loyal,passionate customers that kept coming back year after year,"she said."It's more compelling to get excited about a stock when you've had some experience with it as a customer."
Entrepreneur Summer Howarth bought shares in Adore on Friday in what she said was her first ever share market investment.