Estée Lauder Bets on Shopify as DTC Fashion Scales Up
Tuesday, September 8, 2026 · 9 min
Estée Lauder Companies is moving MAC and most of its e-commerce estate onto Shopify by fiscal 2027, while Shein, Rothy’s and Hulken all point to the same pressure: fashion growth increasingly means platforms, partners and operational scale.
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Estée Lauder Companies is moving MAC and most of its e-commerce estate onto Shopify by fiscal 2027, while Shein, Rothy’s and Hulken all point to the same pressure: fashion growth increasingly means platforms, partners and operational scale.
In this episode
- Beauty Briefing: Why the Estée Lauder Companies is moving some of its biggest brands to Shopify — Glossy
MAC consumers may have noticed something different when purchasing a lipstick or foundation on the beauty brand’s website: Their orders will now be fulfilled using Shopify. The Estée Lauder Companies first announced a partnership with Shopify in October and began by migrating its Tom Ford and Lab Series brands’ e-commerce sites to the platform. In August, it announced the launch of MAC’s…
- Step Back — Shein is seeking deals with other fast-fashion players to reignite growth—is that a genuine shift away from its asset-light, algorithm-led model, or simply a way to add distribution and inventory without fixing its underlying constraints? What would potential partners actually gain, and what risks would they be taking on?
Background sources
- At its 10th anniversary, Rothy’s is launching its biggest campaign yet — Glossy
Not every DTC apparel or accessories brand from the 2010s has continued to thrive all the way to the mid-2020s. Some have collapsed or closed, while others have pivoted into AI companies . Rothy’s is one of the few to thrive. Its revenue has steadily climbed year after year to over $225 million annually; it has a robust wholesale business with partners like Nordstrom; and it has a growing fleet…
- Hulken races to build up inventory ahead of holiday season sales spike — Modern Retail
Hulken grew to a $100 million brand with a strong direct-to-consumer presence. But the past year has brought rapid omnichannel growth, which means the company has made significant behind-the-scenes updates. The bags showed up on Target shelves i n late 2025 , and Hulken is growing its presence with exclusive back-to-school colorways as well as an endcap running through March 2027. CEO and…
- DaMENSCH Raises INR 17.40 Cr at Flat Valuation of INR 600 Cr — Entrepreneur India
DaMENSCH Raises INR 17.40 Cr at Flat Valuation of INR 600 Cr # DaMENSCH Raises INR 17.40 Cr at Flat Valuation of INR 600 Cr DaMENSCH raises INR 17.40 crore from A91 Partners and Tancom Electronics at a flat INR 600 crore (USD 63.5 Mn) valuation. By Paromita Gupta | Sep 07, 2026 You're reading Entrepreneur India, an international franchise of Entrepreneur Media. D2C men’s apparel brand…