BEAUTY PIE

Category
Beauty & Wellness
Engagement
With DEPT®
Partners
ShopifyRechargeBoostGorgias
Pillars
Experience

 We led Beauty Pie’s move from headless commercetools to Shopify: a full re-architecture across web and app, launched in two markets at once, carrying 1.6m memberships and removing £1m a year in licence fees.

[ Results ]
Annual licence fees saved
£1m
Memberships migrated
1.6m
Markets launched at once
2
Platforms consolidated
4
[ Project overview ]

Beauty Pie is a members-only beauty brand. Members pay an annual fee for luxury-grade products at warehouse-direct prices, across the UK and US.

Its custom headless platform had become hard to keep pace with. Working with DEPT®, we led the move to Shopify: re-architecting the platform, migrating every core system and building a bespoke theme, with the members’ iOS app running from the same commerce engine.

[ What we did ]
  1. (A.)Platform re-architectureExperience
  2. (B.)commercetools to Shopify migrationExperience
  3. (C.)Bespoke Shopify themeExperience
  4. (D.)iOS app on the Storefront APIExperience
  5. (E.)Recharge, Boost and Gorgias migrationsExperience
Visit live site
Image
Image
Image
[ 01 ] The brief

Headless had become overhead.

commercetools gave Beauty Pie flexibility, but every layer of the stack carried its own licence, integration and specialists. Even small changes needed engineering, and every new market meant rebuilding pricing, catalogue and checkout logic.

The brief was to keep everything that made the membership work, with every member, subscription and order intact, while removing the cost and complexity underneath.

  • Cost

    Lower cost to run

    Fewer licences and fewer integrations to maintain.

  • Membership

    Membership intact

    Every member and subscription carried across.

  • Control

    Team in control

    Changes made in-house, without engineering tickets.

[ 02 ] Platform

One foundation, rebuilt properly.

We designed the target architecture and led the migration to Shopify, rebuilding the storefront on a bespoke theme rather than a template, so the brand and the members’ journey carried across without compromise.

Every connected system moved with it: Chargebee to Recharge for 1.6m memberships, Constructor to Boost for search and merchandising, and Zendesk to Gorgias for customer service. The UK and US launched on the same day, on one platform.

Image
Image
Image
[ 03 ] Web and app

One member, every surface.

Beauty Pie’s iOS app is for members only, so it had to stay in step with the website. We connected it through the Storefront API, with Boomi linking Shopify to the back office.

Carts sync between web and app, events from both are tied to one member, and attribution is sent server-side to Meta, TikTok and Google, so the business sees one customer journey rather than two.

[ Gallery ]
Image

01 / 03

[ 04 ] Outcome

£1m a year, and a faster team.

Moving off the headless stack removed £1m a year in licence fees. Shopify doesn’t need a dedicated platform team to keep it running, so Beauty Pie now runs a leaner operation, with overhead down well beyond the licence saving.

The bigger change is pace: the team launches, merchandises and edits the store themselves, and is ready for Shopify POS when the first stores open.

  1. (A.)Chargebee to RechargeSubscriptions
  2. (B.)Constructor to BoostSearch
  3. (C.)Zendesk to GorgiasSupport
Next case study

Rosemaund