The Estée Lauder Companies opens tech hub in Romania

By Julia Wray | Published: 13-Apr-2023

Bucharest-located centre forms part of ELC’s strategy to become the world’s most technologically advanced beauty company

The Estée Lauder Companies (ELC) is doubling down on its ambition to become “the most advanced technology-powered beauty company in the world” with the opening of a Global Technology Center in Bucharest, Romania.

The Bucharest office, alongside ELC’s existing offices in Long Island City, New York and Kuala Lumpur, Malaysia, are said to embody the beauty giant’s global approach to technology management and innovation. 

ELC has hired more than 150 employees to its Information Technology team since the formation of the Bucharest office in 2021, which had its ribbon-cutting ceremony on 11 April. 

The office, said ELC, provides digital solutions to enhance consumer experiences, as well as improve the supply chain network via artificial intelligence, cloud acceleration, intelligent automation and omnichannel, among others.

“The Bucharest Global Technology Center is accelerating The Estée Lauder Companies’ work to become the most advanced technology-powered beauty company in the world,” said Michael W Smith, ELC’s Chief Information Officer.

“Digital is an integral part of the beauty industry today and we must continue to win in this area.

“The opening of this office enables ELC to more seamlessly deliver technology solutions to the business and drive greater value to our consumers.

“I’m excited to continue to grow our presence around the world, hire outstanding talent and build the beauty experience of tomorrow.”

Located near Bucharest Old Town, the sustainable office building has received outstanding certification for its energy and water use.

ELC’s Long Island City facility was opened in 2018 and the Kuala Lumpur one in 2022.

Bucharest was selected as the third location, said ELC, because of Romania’s position as a global leader in IT talent, ranking number one in Europe, and sixth in the world, in terms of the number of certified IT specialists. 

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