British brand Beauty Pie has moved its ecommerce operations to Shopify as the subscription-based beauty retailer readies for its next phase of growth, including international expansion and potential retail store openings.
The online brand’s membership model, which gives subscribers access to premium beauty, wellness and lifestyle products at lower prices, has historically required a complex technology setup. Beauty Pie said Shopify will help simplify operations while supporting a better customer experience.
Two-pronged reason for change
Two key drivers behind the move were improving the experience for existing members and making it easier to launch in new markets. Shopify will allow Beauty Pie to adapt pricing, product ranges, language and checkout options more quickly as it expands internationally.
The platform also offers a route to connecting online and in-store experiences through Shopify POS, something Beauty Pie is considering as it explores owned retail stores.
Powering growth
Richard Locke, COO at Beauty Pie, said: “Our previous custom setup had been fantastic in getting Beauty Pie to where it is today, and it is a fantastic achievement for the teams that built it, but it was no longer the right approach, with it becoming increasingly difficult for our site to keep up with what consumers expect when shopping online in 2026.
He added: “Moving to Shopify is enabling us to power our next phase of growth with fast development cycles, reduced complexity, and the ability to make use of all of Shopify’s capabilities. All of which will help us make shopping at Beauty Pie even easier and more enjoyable for our members – both existing and soon-to-be!”
Deann Evans, managing director, EMEA at Shopify, commented: “By replatforming to Shopify, Beauty Pie is simplifying its entire commerce stack to become a more agile business where teams can focus on achieving high-value work. We’re excited to be supporting its future growth.”
Beauty Pie was founded by Canadian serial entrepreneur Marcia Kilgore in 2016, and has grown into a £964 million global powerhouse in 2026. Its success demonstrates that subscriptions models can grow beyond a niche membership base if they keep community, innovation and membership feedback at the heart of everything they do.
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