In a bid to elevate consumer experiences, Estée Lauder Companies (ELC) has announced a new strategic partnership with retail platform Shopify.
The partnership sets out to modernise ELC’s existing digital infrastructure and improve omnichannel shopping experience, both digital and in-store, across the cosmetics giant’s brand portfolio.
ELC, the parent company to brands including MAC Cosmetics, The Ordinary and Jo Malone London, is hoping to make its brands more consumer-focused, faster and efficient, using data, AI and unified commerce technology innovated in partnership with Shopify.
The focus on omnichannel consumer experience comes as part of ELC’s “Beauty Reimagined” strategy – focusing on engaging with and reaching consumers in smarter, faster and more personalised ways.
Shopify is set to help ELC co-develop a modern digital commerce platform to enhance D2C sales and cross-channel consistency, both online and in freestanding stores.
“Shopify is one of the most highly recognised commerce leaders in the world – with a proven commitment to continuous innovation,” said Stéphane de La Faverie, President and CEO, The Estée Lauder Companies.
“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.
“This is only the beginning of our incredible journey to collaborate with the best strategic partners to deliver the absolute best consumer experiences.”
Harley Finkelstein, President of Shopify, added: “The Estée Lauder Companies is a legend in beauty.
“Together, we’re shaping the next era of retail where iconic brands and world-class technology redefine what’s possible.”
The partnership is set to launch in its first phase on Shopify in the first quarter of 2026.
Brian Franz, Chief Technology, Data and Analytics Officer for ELC, added: “As we accelerate The Estée Lauder Companies’ transformation, Shopify is the ideal strategic partner to co-create brilliant and innovative direct-to-consumer experiences to fuel our growth.
“Shopify will equip us with real-time data, insights and AI-driven capabilities – enabling us to be more agile, meet our consumers where they are, and deliver breakthrough personalisation.”