Ulta Beauty is significantly expanding its omnichannel distribution strategy by bringing more than 1,500 stores onto the Uber Eats marketplace, enabling both same-day and scheduled deliveries across a wide range of beauty products.
Announced in a May press release, the partnership allows customers to order fragrances, makeup, skincare, haircare and styling tools from a catalogue of more than 600 brands directly via Uber Eats. The move further extends Uber Eats beyond its traditional restaurant base into retail segments such as beauty, electronics and home improvement.
The expansion is part of a broader strategy for Ulta Beauty to boost its presence on top delivery platforms. The retailer first partnered with DoorDash in 2021 and expanded that collaboration in 2024 to cover more than 1,350 stores. Last year, it also integrated its assortment into Instacart, enabling same-day delivery from over 1,400 locations.
Jodi Williams, vice president of e-commerce at Ulta Beauty, said the partnership enhances the company’s omnichannel approach. “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,” she said.
Uber Eats, meanwhile, continues to diversify its retail ecosystem by onboarding major non-food retailers. In recent years, it has added partners including Best Buy, Lush, Pacsun and Camping World, as it pushes deeper into general merchandise delivery.
Hashim Amin, head of grocery and retail for Uber in North America, said the collaboration allows customers to access products in a more flexible way, whether for everyday essentials or last-minute purchases such as gifts or personal care items.
Beyond retail expansion, Uber Eats has also introduced new logistics capabilities, including a returns service launched earlier this year. The feature allows customers to return goods via Uber couriers, initially supporting retailers such as Petco, Pacsun, Dick’s Sporting Goods and Best Buy, with additional partners expected to be added over time.
The partnership highlights the accelerating convergence between retail, logistics and on-demand delivery platforms, as companies seek faster and more flexible fulfilment models driven by consumer expectations.
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