Dive Brief:
- Ulta Beauty and Instacart have partnered to offer customers same-day delivery in as little as one hour across the retailer’s assortment and its chain of over 1,400 stores nationwide.
- With the partnership, Ulta Beauty Rewards members can connect their account to Instacart and earn points on their purchases.
- At launch, Instacart customers receive $10 off a purchase of $50 or more from Ulta through Jan. 26.
Dive Insight:
Such a partnership is not new for Ulta Beauty, which partnered on same-day delivery with DoorDash in November of 2021. The two companies later expanded their relationship to include on-demand delivery service from more than 1,300 stores.
The new Instacart partnership is in addition to Ulta’s ongoing DoorDash service.
“Complementing the existing relationship with DoorDash, together, both partnerships allow us to enhance the overall beauty shopping experience for our guests through added convenience and flexibility,” an Ulta Beauty spokesperson said in an email. “The newly inked partnership with Instacart also allows Ulta Beauty to tap into new potential guests through its established community of users, providing even more opportunities for beauty lovers to shop for their Ulta Beauty Essentials when and where they chose.”
Instacart, known for grocery delivery, sees the partnership with Ulta Beauty as a way to expand offerings for its customers.
"Our partnership with Ulta Beauty comes at a perfect time when millions of Instacart customers are setting new intentions, focusing on wellness, and envisioning aspirational versions of themselves," Blake Wallace, senior director of retail partnerships at Instacart, said in a statement.
The new Instacart partnership comes as Ulta Beauty this week announced a change at the helm of the company, naming Chief Operating Officer and President Kecia Steelman as its new CEO. Dave Kimbell on Monday stepped down as CEO and a board member, though he will advise the retailer until June 28.
Coming off a challenging fiscal year, Ulta’s CFO characterized 2024 and 2025 as “transitional years” as the retailer faces increasing competition from such companies as Sephora. After a small 1.7% Q3 sales gain, Ulta in December raised its guidance slightly for the full year, following two previous guidance cuts.
