Beauty Pie migrates to Shopify to scale global retail

The transition replaces a bespoke system that, while effective during the company’s startup phase, struggled to keep pace with modern consumer expectations. Richard Locke, COO at Beauty Pie, noted that the custom setup had become a bottleneck for development cycles. By adopting Shopify’s commerce stack, the brand gains the agility to localize pricing, product catalogs, and checkout processes for new markets with significantly reduced technical overhead.

Beyond digital growth, the company is preparing to enter physical retail. To bridge the gap between online and offline shopping, Beauty Pie will implement Shopify POS, ensuring members receive the same warehouse-direct pricing and personalized service in-store as they do on the web. Deann Evans, Managing Director of EMEA at Shopify, emphasized that this move allows the brand to shed its technical debt and focus internal resources on high-value operations rather than maintaining legacy custom code.