Estée Lauder partners with Shopify to modernize digital commerce infrastructure

USA – The Estée Lauder Companies (ELC) has entered a strategic partnership with Shopify to modernize its digital commerce infrastructure and elevate omnichannel consumer experiences. 

This collaboration is a core part of ELC’s “Beauty Reimagined” strategy, which aims to engage consumers in more personalized, faster, and smarter ways by leveraging data, AI, and unified commerce technology developed with Shopify. 

The partnership will co-develop a modern digital commerce platform designed to increase consumer centricity, improve speed to market, and ensure consistent brand experiences across direct-to-consumer (D2C) channels online and in freestanding stores.

The first phase of this partnership is planned to launch on the Shopify platform in the first quarter of 2026, marking a transformational step in ELC’s digital and omnichannel sales strategy. 

Stéphane de La Faverie, President and Chief Executive Officer, The Estée Lauder Companies, stated, “Through this partnership, we are poised to unlock new levels of consumer centricity and omnichannel shopping experiences.”

 “This is Beauty Reimagined in action: leveraging data, technology, and creativity to anticipate our consumers’ needs and connect their brand experiences across channels and touchpoints seamlessly.”

Shopify’s proven innovation in commerce technology will enable ELC to build a unified commerce experience that seamlessly integrates online and offline touchpoints, driving sustainable growth and operational efficiencies at scale. 

This will fuel ELC’s diverse portfolio of prestige and luxury beauty brands, including MAC Cosmetics, The Ordinary, and Jo Malone London, by improving omnichannel shopping capabilities.

Through this initiative, Estée Lauder aims to unlock new levels of consumer centricity, enabling anticipatory, data-driven brand interactions that seamlessly connect consumers across multiple channels.

This move comes after Estée Lauder has launched its flagship brand on Amazon Premium Beauty in Mexico, marking a significant expansion into one of Latin America’s fastest-growing prestige beauty markets. 

This move allows consumers across Mexico, from large urban centers to remote regions, to access Estée Lauder’s portfolio of luxury skincare, makeup, and fragrances through a premium digital retail platform. 

The partnership with Amazon aims to democratize access to the brand’s iconic products by combining Estée Lauder’s heritage and global reputation with Amazon’s innovative shopping experience and extensive delivery network.

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