AS Beauty standardizes five brands on Pipe17

AS Beauty has moved its five-brand portfolio onto Pipe17 to manage daily order operations across channels and fulfillment partners while keeping its ERP focused on finance. The shift is designed to speed fulfillment, reduce inventory mismatches and make it easier to add brands before peak holiday demand.

Why it matters: - AS Beauty now has one operational layer for Laura Geller Beauty, Julep, Bliss, Mally Beauty and Cover FX. - The move is meant to reduce fulfillment delays, stockouts and cancellations across a portfolio that processes many millions of orders a year. - The new setup is designed to make future brand acquisitions and launches faster without rebuilding the operating stack each time.

What happened: - Pipe17 said AS Beauty standardized its five-brand portfolio on its AI-native Order Operations Platform after a competitive RFP. - AS Beauty chose Pipe17 as its enterprise order management system to run daily operations. - AS Beauty kept its ERP focused on finance. - The rollout is starting with a flagship brand and expanding across the portfolio. - The first brand is targeted to go live before Black Friday and Cyber Monday.

The details: - Pipe17 now sits between AS Beauty’s Shopify Plus and TikTok Shop channels and its 3PLs in the U.S. and U.K. - The platform unifies order routing, inventory, returns and reporting in one system. - AS Beauty’s portfolio includes Laura Geller Beauty, Julep, Bliss, Mally Beauty and Cover FX. - AS Beauty processes peak days of more than 100,000 orders. - The company had been stretching a legacy ERP to act as an order management system. - That setup slowed fulfillment and left inventory out of sync. - Pipe17’s multi-tenant design and network of more than 300 pre-built connectors let AS Beauty onboard brands on the same infrastructure. - Pipe17 also gives the company a way to plug in newly acquired brands without re-architecting operations. - Pipe17 said the rollout includes executive-level partnership through onboarding.

Between the lines: - The deal reflects a broader split between finance systems and operational systems in fast-growing commerce businesses. - AS Beauty is betting that a purpose-built operations layer will scale better than an ERP forced to manage daily order execution. - Pipe17 is also positioning its platform for AI agents that handle post-checkout tasks such as order routing, exception handling and inventory decisions. - Because every brand runs on the same platform, AS Beauty can apply those tools across the full portfolio rather than brand by brand.

What's next: - AS Beauty plans to expand the Pipe17 rollout across the rest of the portfolio after the first brand goes live. - The company is aiming to be ready for its busiest season before Black Friday and Cyber Monday. - AS Beauty can now add new brands and channels faster as it grows. - Pipe17 says its pipe17.ai front door will let AI agents access AS Beauty’s operations on a single platform.

The bottom line: - AS Beauty is turning order operations into a shared platform for growth, not a system rebuilt with each new brand.