AS Beauty standardizes five brands on Pipe17

AS Beauty moved daily order operations for Laura Geller Beauty, Julep, Bliss, Mally Beauty and Cover FX onto Pipe17 after a competitive RFP. The shift keeps the ERP focused on finance, speeds fulfillment, and gives the beauty house a common platform for adding brands and preparing for peak season.

Why it matters: - AS Beauty now runs five brands on one order operations layer, reducing the need to wire each new acquisition or launch into a separate system. - The move is meant to speed fulfillment, cut inventory drift and lower stockouts and cancellations across a portfolio that handles many millions of orders a year. - The setup also gives AS Beauty a common base for AI-driven order routing, exception handling and inventory decisions.

What happened: - Pipe17 said AS Beauty standardized its five-brand portfolio on its platform after a competitive RFP. - The brands include Laura Geller Beauty, Julep, Bliss, Mally Beauty and Cover FX. - AS Beauty chose Pipe17 as its enterprise order management system to run daily operations while its ERP remains focused on finance. - The rollout is phased, starting with a flagship brand and expanding across the portfolio. - The first brand is targeted to go live ahead of Black Friday and Cyber Monday.

The details: - Pipe17 now sits between the brands’ Shopify Plus and TikTok Shop channels and their 3PLs in the U.S. and U.K. - Order routing, inventory, returns and reporting are unified in one platform. - Pipe17’s multi-tenant design and network of more than 300 pre-built connectors support onboarding of additional brands and new channels without re-architecting operations. - AS Beauty had been stretching a legacy ERP to handle order management across peak days that exceeded 100,000 orders. - The older setup slowed fulfillment, extended delivery times, created inventory mismatches and increased stockouts and cancellations. - Operations teams did not have a dedicated system of their own. - Pipe17 also gives agents a single front door to AS Beauty’s operational data through pipe17.ai.

Between the lines: - The deal reflects a broader shift away from using ERP systems as the center of commerce operations. - AS Beauty’s house-of-brands model depends on being able to add and integrate brands quickly, so operational flexibility is as important as finance workflows. - The Pipe17 architecture is designed to make later expansion cheaper and faster, which matters for a company that keeps buying or launching brands. - The AI angle suggests AS Beauty is positioning the platform for automation beyond basic order routing.

What's next: - AS Beauty will expand the rollout across the rest of the portfolio after the first brand goes live. - The company expects the platform to support peak-season readiness ahead of Black Friday and Cyber Monday. - Future growth could include additional brands and channels on the same operational layer.

The bottom line: - AS Beauty is using Pipe17 to turn order operations into a shared growth platform, not a brand-by-brand rebuild.