Ulta Beauty has become the latest retailer to join the Uber Eats marketplace, which enables the retailer to capitalize on same-day delivery.
The companies timed their announcement on May 7 before Mother’s Day, which this year falls on May 10. Ulta Beauty joins a growing list of retailers using last-mile delivery platforms and marketplaces (which also include Instacart and DoorDash) to expand their fulfillment reach.
A month prior to the Ulta Beauty announcement, Ace Hardware joined the Uber Eats marketplace. Last year, Kroger and Albertsons each expanded their partnerships with Uber to extend their digital reach. Additionally, Ulta Beauty competitor Sephora joined Uber Eats in September.
In October 2025, Ulta Beauty launched the UB Marketplace, which it made available through its ecommerce website and mobile app. UB Marketplace uses Mirakl’s marketplace technology to integrate directly into Ulta’s existing ecommerce system.
“At Ulta Beauty, we’re focused on creating seamless, flexible ways for our guests to discover and shop the brands they love — whenever and wherever they need them,” said Jodi Williams, vice president of ecommerce at Ulta Beauty, in the announcement. “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.”
Ulta is currently 37th in the Top 2000 Database. The database ranks North America’s largest online retailers by their annual ecommerce sales and more.
Which Ulta Beauty stores are eligible for Uber Eats same-day delivery?
The partnership adds more than 1,500 of Ulta Beauty’s physical stores in the U.S. to the Uber Eats marketplace. As with other retailers using Uber Eats, shoppers can opt for same-day delivery or schedule their orders to arrive on a different day.
The companies said consumers can shop “thousands of products” on Uber Eats from more than 600 brands selling through Ulta Beauty. Uber Eats said the partnership reflects its momentum in expanding beyond food and restaurant-specific delivery into “everyday retail categories.”
The marketplace has added retailers selling sporting goods, footwear, and electronics in the past year. It also had a similarly timed announcement with 1-800-Flowers.com to expand that retailer’s reach leading up to Mother’s Day 2025.
In February 2026, Uber Eats launched a cart assistant — an AI tool — for grocery shopping. And in April, Ulta Beauty announced Ulta AI, its own shopping assistant that it developed with Google to enable agentic commerce.
“Consumers today are looking for both variety and flexibility when it comes to shopping for beauty products,” said Hashim Amin, head of grocery and retail for Uber in North America.
He said Uber Eats’ partnership with Ulta Beauty “makes it easier for customers to discover and shop a wide range of beauty products,” noting the platform enables last-minute gifting.
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