Dive Brief:
- Ulta Beauty is adding more than 1,500 stores to the Uber Eats marketplace for same-day and scheduled deliveries, the beauty retailer said in a press release on Thursday.
- Through the partnership, the retailer is allowing shoppers to order fragrance, makeup, skin care, styling tools and hair care products across more than 600 brands in its product assortment.
- For Uber Eats the partnership represents a continued expansion beyond restaurants and into beauty, electronics, home improvement and other categories.
Dive Insight:
Ulta Beauty is growing its reach by harnessing major delivery platforms.
In 2021, the retailer began offering its products via DoorDash and expanded the effort in 2024 to include its more than 1,350 stores at that time. Last year, the company integrated its product assortment into Instacart, enabling same-day deliveries from more than 1,400 stores.
“Partnering with Uber Eats allows us to extend our omnichannel experience, bringing our differentiated assortment of beauty and wellness products directly to our guests’ doors with speed and convenience – whether they’re planning ahead or need something in the moment,” Jodi Williams, vice president of e-commerce at Ulta Beauty, said in a statement.
Along with Ulta Beauty, Uber has added other retailers to its platforms in recent years, including Best Buy, Lush, Pacsun and Camping World. For Uber Eats, the partnership with Ulta Beauty allows shoppers to easily find new products “whether they need to refill their skincare essentials, shop for their mom’s favorite perfume for a last-minute gift, or any of the moments in between,” Hashim Amin, head of grocery and retail for Uber in North America, said in a press release.
Beyond growing its roster of retailers, Uber Eats has introduced a new service to customers. Last month, the company launched returns, enabling customers to return items via its couriers. To start, the company is facilitating returns for goods from companies such as Petco, Pacsun, Dick’s Sporting Goods and Best Buy, though it plans to add more retailers in the future.
