Estée Lauder becomes first beauty company to link with Uber Eats

By Becky Bargh 10-May-2021

Beauty conglomerate is offering a new type of convenience service for Jo Malone and Origins shoppers

Beauty shoppers will soon be able to have their favourite skin care products and scented candles delivered to their home, thanks to Uber Eats’ new beauty link-up with Estée Lauder Companies.

At first, consumers will be able to shop products from Jo Malone London and Origins, which will work in the same way that shoppers order takeaway food, by selecting products from more than 60 destinations in 20 cities across the US via the Uber Eats and Postmates apps.

Couriers on the app will then pick up their products and deliver to their home for a delivery fee similar to food orders, according to Business of Fashion.

The link-up provides a new opportunity for the Lauder dynasty to benefit from Uber’s delivery business, which generated US$4.8bn in revenue in 2020, a 152% increase year-on-year.

“The past year [has] accelerated this notion of the ‘get anything’ portion of [Uber’s] business,” said Julie Kim, Global Head of Membership at Uber.

“It’s not just food. As consumer behaviour has been shifting, the expectation of on-demand services has evolved, and consumer expectations have been growing.

“Having a partnership like Estée Lauder, which is the first of its kind in the Uber Eats app, makes a lot of natural sense.”

Across the pond, UK beauty brands took to British delivery service provider Deliveroo to reach their consumers during lockdown.

Beauty and wellness retailer Holland & Barrett, was among one of the first to hire the delivery team’s fleet of drivers, followed by pharmacy chain Lloyds, which teamed up with Deliveroo in the first lockdown to drop off medical and beauty essentials for consumers.

The Drug.Store, Trip, John Frieda and Benefit Cosmetics soon followed suit to offer a new kind of convenience service.

Meanwhile, Lush took matters into its own hands and set up a local delivery service from its Oxford Street store to London-based customers, with shoppers promised to receive their beauty goods the next working day if ordered before 2pm.

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Later in the year, ahead of England's second nationwide lockdown, Mark Constantine's brand hired in the help of on-demand delivery team Stuart to ensure customers could get their hands on Lush products.