M·A·C Cosmetics’ US website is live on Shopify. Every order placed since the early hours of August 12 has flowed through Pipe17.
M·A·C is the third Estée Lauder Companies brand to make the move, as part of the Shopify partnership The Estée Lauder Companies announced in October 2025. Tom Ford Beauty (US online and UK Free Standing Store) and Lab Series (US online) went live in March. Five months later, three brands from one of the world’s largest beauty companies run their commerce on Shopify with Pipe17 as the order operations layer underneath.
The migration speed comes from building that layer once for the portfolio rather than once per brand. Pipe17 sits in the middle of the stack and connects it:
The success of an enterprise launch at this scale hinges on this operational layer. Orders in beauty are rarely simple, and every complexity has to capture correctly and reconcile into SAP, or finance cannot close the books. That is the machinery Pipe17 has been running from the first order.
“A single order in beauty can carry a gift card, a promotion code, and a split shipment because one shade is backordered,” said Mo Afshar, CEO of Pipe17. “None of that is visible to the customer and all of it has to be right. That is the layer we run, and it has to work from the first order, not the hundredth. We built it once for the whole portfolio, and every brand that follows inherits it rather than rebuilding it.”
For an enterprise retailer, a Shopify launch is decided by more than the storefront. It is decided by the operating layer behind it, where loyalty, promotions, payments, tax, and financial reconciliation must seamlessly integrate. Pipe17 runs that layer, and it is now running it for three Estée Lauder Companies brands.
Additional Estée Lauder Companies brands are scheduled to move to the platform this year.
About Pipe17
Pipe17 is the AI-Native Order Operations Platform that unifies orders, inventory, products and fulfillments across selling channels (DTC, B2B, retail and agentic), ERPs and fulfillment locations. Backed by GLP Capital, LFX Ventures and Blumberg Capital, Pipe17 helps innovative brands like Allbirds, Wyze and MaryRuth, and leading 3PLs like FedEx, Radial and Ryder eliminate operational chaos, accelerate time-to-market and scale profitably.
Media Contact
Kristina Dudley | Vice President of Marketing
Pipe17
+1 530-651-4027
