Quick answer: which big brands are on Shopify?
A lot of the names you already know run on Shopify or Shopify Plus. SKIMS, Gymshark, Allbirds, Glossier, Kylie Cosmetics, Fenty Beauty, Fashion Nova, Bombas, Spanx, and Mattel all sell on it. Shopify stopped being a small-store tool years ago, and Plus now runs high-volume DTC brands and enterprise names on the same core platform. We've worked with several of these brands ourselves, including Olipop, Gymshark, Hero Cosmetics, Bite, and Away. Here is the current roster by category and why brands at this size land on Shopify instead of a custom stack.
We checked each brand against its live storefront in 2026 and left off names that have since moved to other platforms, which is where a lot of these lists go wrong. Platform usage still changes, so confirm a specific brand before you cite it. Where we name a brand we've worked with, that means design, development, or growth work, not that we built the company.
Beauty and personal care brands
Beauty is the most crowded category on Shopify, and some of the largest names in it are here.
Kylie Cosmetics is the one usually cited, since it scaled to serious revenue on Shopify Plus with a small team. Fenty Beauty, Rihanna's brand, runs on Shopify Plus, and Glossier relaunched on it after years on a custom stack. Victoria Beckham Beauty sells on it too. In personal care and oral care we've worked with Hero Cosmetics and Bite.
Mejuri, the fine-jewelry brand, runs on Shopify Plus, which is worth noting because jewelry carries fulfillment and merchandising needs that people assume force a custom build. It didn't.
Apparel and fashion brands
This is the deepest category, and it runs from fast fashion to shapewear to activewear.
SKIMS is the headline name, a brand that launches drops which sell out in minutes and needs a checkout that holds under that load. Fashion Nova, Allbirds, Bombas, Everlane, and Spanx all run on Shopify Plus, and so do Alo Yoga and Rebecca Minkoff.
In apparel we've worked with Gymshark, one of the most-cited Shopify Plus brands anywhere, along with Alphalete in activewear, Stüssy in streetwear, and Triangl and Vitamin A in swim. Away, the travel and luggage brand, is another, and its own site states plainly that it runs on Shopify.
Food, drink, and CPG brands
CPG was the category that was supposed to stay off DTC platforms. The newer brands didn't.
In beverages we've worked with Olipop and Poppi, two of the brands that turned better-for-you soda into a real DTC category, and both run on Shopify Plus today. They treat the storefront as a growth channel, not a brochure, which is the shift that pulled modern CPG onto Shopify in the first place.
Enterprise and household names
The names here are the ones that end the "Shopify is just for small stores" argument.
Mattel, a Fortune 500 company, brought direct-to-consumer properties like Mattel Creations onto Shopify through Commerce Components, its enterprise offering. Flying Tiger Copenhagen, the global variety retailer, runs its consumer store on Shopify as well. These are companies with real engineering teams that could build anything. They chose a managed platform for the storefront anyway, because that is not where they want to spend the engineering.
Why the biggest brands choose Shopify
At this size the decision comes down to a few things. Shopify Plus handles the traffic and checkout spikes that kill a self-managed stack during a drop or a Black Friday, and the hosted checkout, with Shop Pay behind it, converts without a team maintaining it. The platform is fast by default, which matters more the more traffic you send. And the app and API layer means a brand can add the one custom piece it needs without rebuilding the whole store.
For brands that want full control of the front end, Shopify still allows it through headless builds on Plus, so going big doesn't mean leaving the platform. That combination, managed infrastructure with an escape hatch for the parts you want to own, is why the list above keeps growing instead of shrinking. It's also the reason brands move off self-hosted platforms as they scale.
The short version: at this size, running the storefront yourself is the hard way, and these brands have decided it isn't worth it.
Written by Andrew Zam, co-founder of Liquid Lemon, a Shopify / Shopify Plus design + development studio. Brand platform usage changes over time, so confirm a specific brand's current setup before citing it.
