Hae CPG x Order Editing Partnership
Dave Wiltshire
Feb 24, 2026
The partnership powering post-purchase for high-growth beauty brands
There is a pattern we keep seeing in ecommerce.
The best brands are not building bloated internal teams. They are building tight, high-performance cores and surrounding themselves with specialists.
That is exactly why this partnership with Hae CPG makes so much sense.
Hae CPG are the operations and supply chain engine behind some of the most exciting beauty brands in the US. They act as a full-service outsourced operations team, running everything from production and 3PL management to DTC fulfilment, Amazon, retail partnerships and retail operations.
As Jenna Jung put it when we first spoke:
“We basically act as their full time operations team.”
That sentence tells you everything.
They are not advisory. They are not occasional consultants. They are embedded. They execute. They own the operational complexity so founders can focus on growth.
The company began with founder Jia operating as a supply chain consultant. Demand grew quickly. Brands kept coming. So she built a team around her.
In Jenna’s words:
“Our Founder (Jia) started as a supply chain consultant, and then the number of brands that wanted to work with her just kept growing. So she just hired a team around her and we’re still growing. Because the brands keep coming.”
Today, Hae CPG manage 16 Shopify stores and counting. Some brands are pre-launch, where Hae selects the 3PL, ERP and WMS from scratch. Others are already doing tens of millions per year, where Hae step in and optimise existing systems.
They also work with major US beauty retailers including Sephora and Ulta, which means their standards for operational execution are extremely high.
And importantly, their clients absolutely love them.
Meghan from OURX shared:
“The Hae CPG Team is the perfect partner for an early stage brand. They helped us navigate some big issues, including switching to a new 3PL partner on a tight timeframe before launch. Highly recommend working with them and knowing your startup is setup for operational excellence.”
Priyanka from KULFI BEAUTY said:
“Working with the Hae CPG team has made managing our Ops painless. Their communication with our team, 3PL and vendors is exceptional. They’ve helped us navigate some complex supply chain challenges and meet our retail and product launch timelines smoothly. They feel like a direct part of our team and we love working with them!”
Operational excellence is invisible when it works. You only notice it when it breaks. Hae CPG exist to make sure it does not break.
So where does Order Editing come in?
Hae CPG sit at the centre of operations. They work closely with CX teams. They see the order change requests. They manage the fulfilment friction. They feel the cost of returns. They handle cancellations. They live inside the real operational pain of scaling DTC.
When we showed them Order Editing, the reaction was immediate.
Jenna said:
“This seems like a fantastic solution to a lot of the pain points that I’m fighting with every day across every brand.”
Order Editing gives customers a grace window after checkout to amend their order themselves. They can update an address, change size or colour, apply a forgotten discount code, add additional products, upgrade shipping and more.
- No support ticket.
- No manual warehouse edits.
- No messy workarounds.
For brands, the impact is significant. We consistently eliminate around 15 percent of order-related support tickets. We reduce return rates by allowing customers to fix mistakes before fulfilment. We also generate incremental upsell revenue by letting customers continue shopping while they are still in buying mode.
The feedback from merchants speaks for itself.
Oh Polly shared:
“Made a huge impact by eliminating the need to manually handle order edits. There’s also a clear revenue benefit. We’ve seen new revenue from customers adding items to their orders post-purchase. The ability to offer self-service edits is invaluable.”
Nakie put it even more directly:
“No brainer for our team. Saves our team a massive amount of time. Address editing in particular has become almost non-existent. It should be built into Shopify natively.”
When a brand says something should be native, you know the problem is fundamental.
This partnership matters because Hae CPG influence operational decisions across every brand they manage. They are choosing systems, advising on processes and improving DTC performance at scale. By incorporating Order Editing into that operational foundation, post-purchase flexibility becomes standard rather than optional.
- Customers get control.
- CX teams get breathing room.
- Operations teams get cleaner data.
- Founders protect margin.
There is also a bigger trend at play here. As Jenna said during our call:
“In this economy, it’s cheaper to hire a third party group of experts than to hire full time people.”
Brands are building lean. They are plugging in best-in-class partners. They are choosing expertise over overhead.
Hae CPG are the outsourced operations team.
Order Editing is the post-purchase infrastructure layer.
Together, we are helping high-growth beauty brands scale without scaling chaos.
And in 2026, customers expect flexibility after checkout. They do not understand why they cannot fix an address mistake five minutes after placing an order. They do not tolerate rigid systems.
Through this partnership, the brands powered by Hae CPG will deliver the post-purchase experience customers already expect.
That is good for operations.
It is good for margin.
And most importantly, it is good for the customer.
We are incredibly excited about what we will build together.
More Blogs
Read All
