Beauty Pie turns to Shopify to support international expansion and unlock new retail experiences
Beauty Pie reports that it is now on Shopify. Its members pay an annual fee to access premium beauty, wellness, and lifestyle products at warehouse direct pricing. This model brings complexity to the technology stack, with products available to purchase if people just want a product, or available at lower prices if they are a member. To support its next phase of growth, it decided to move to Shopify.
Beauty Pie says that it now has a faster route to international markets, with the ability to adapt pricing, catalogues, language, and checkout with lower effort and faster time to launch, and is also able to make use of Shopify's various capabilities and apps.
As it considers expanding into owned retail stores, it wanted to ensure that there would be no technology issue in providing members in-store with the same experience as they have online through one connected journey. It will tap Shopify POS for this.
Richard Locke, COO at Beauty Pie, says: “Since we first started, our mission has been to make exceptional products accessible to more people. However, as we grew, aspects of the business were becoming increasingly challenging to operate.”
“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. 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.”
“Beauty Pie’s story is incredible, and a unique example of how a brand can revolutionise how the beauty industry sells to its customers,” says Deann Evans, Managing Director, EMEA at Shopify. “Shopify is the foundation for enterprise commerce businesses that want to reduce their custom setups and increase the speed of their operations. 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.”
2026 RTIH Innovation Awards
Online retail will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
