One System. Twenty Brands.
THE CHALLENGE
At Estée Lauder Companies, each brand historically owned its entire ecommerce experience—typography, color, layout, and content structure. That autonomy supported strong brand expression but created fragmented experiences, duplicated effort, and limited the ability to scale. The challenge was building a design system that delivered consistency and efficiency without flattening what made each brand distinctive.
MY ROLE & IMPACT
The design system is the foundation everything else is built on — the shared infrastructure that makes consistency possible across 20+ brands without sacrificing what makes each one distinctive.
I defined and directed the development of a scalable component architecture and enterprise theming framework — a library of 150+ reusable UI components supporting consistent experiences across the full brand portfolio. The system introduced configurable themes allowing each brand to express its identity through typography, color, and spacing within a shared enterprise foundation — reducing duplication, accelerating delivery, and freeing creative teams to focus on craft and brand expression.
COMPONENT LIBRARY
150+ reusable UI components supporting scalable experiences across a multi-brand platform—grounded in validated UX patterns, reducing duplication, and accelerating delivery.
ENTERPRISE THEMING
A unified visual foundation surfacing design tokens and reusable components in a single cohesive framework—enabling teams to govern core design decisions while allowing brands to express their identity through configurable typography, color, spacing, and imagery.
ENTERPRISE SCREEN RESPONSIVENESS
DESIGN TOKENS & RESPONSIVENESS
Responsive design rules defining how tokens and components adapt from mobile to desktop—ensuring experiences remain consistent, usable, and performant across every screen size.
MAC COSMETICS THEME APPLICATION
The enterprise PLP wireframe before and after brand theming—demonstrating how a shared UX foundation adapts to a distinct visual identity.