The Estée Lauder Companies will partner with Shopify to modernise its digital technology infrastructure and enhance omnichannel customer experiences as it looks to accelerate Direct To Consumer (DTC) growth.

The move is part of the global beauty group’s Beauty Reimagined strategy, which focuses on reaching shoppers in smarter, faster and more personalised ways.

The partnership will establish a new digital commerce foundation, aimed at increasing consumer centricity, fuelling sustainable growth and driving speed and efficiencies at scale across its portfolio of prestige and luxury beauty brands.

Working with Shopify, The Estée Lauder Companies will develop modern, unified commerce experiences. These will use data and emerging tech to improve speed-to-market and deliver consistent brand experiences, accelerating its DTC strategy across digital and its ‘freestanding’ stores.

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

“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,” he added.

“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,” Brian Franz, Chief Technology, Data & Analytics Officer at Estée Lauder, commented.

“The Estée Lauder Companies is a legend in beauty,” said Harley Finkelstein, President of Shopify. “Together, we’re shaping the next era of retail, where iconic brands and world-class technology redefine what’s possible.”

The first phase of the partnership is planned to launch on Shopify in Q1 2026.