Pure Beauty

The Body Shop expands UberEats delivery partnership

By Alessandro Carrara | Published: 9-Aug-2022

The Body Shop and Uber first partnered in 2020, with a pilot scheme offering the beauty retailer’s products to six initial locations

The Body Shop (TBS) has expanded its partnership with UberEats to bring its on-demand delivery service to the majority of the beauty company's US stores.

Customers in Illinois, Nevada, Georgia, Pennsylvania, Alaska and Hawaii will be able to purchase TBS products on the UberEats app from 10 August.

This includes some of beauty retailer's most popular items including its Shea Body Butter, Ginger Shampoo and Tea Tree range.

The two companies originally partnered in 2020 with a pilot scheme offering TBS’ hair care, body care and skin care lines to six initial locations.

"When it comes to delivery at Uber, we strive to be able to get consumers whatever they want, when they want it - and that includes their beauty must-haves," said Christian Freese, head of New Verticals for Uber Eats in the US and Canada.

"Beauty is an exciting space for us, and expanding with The Body Shop, a beauty industry staple for over 40 years, will allow us to bring on-demand cosmetic and personal care items to even more people across the country."

On-demand beauty

The beauty industry's use of delivery platforms like UberEats has seen explosive growth during the last two years.

This was in response to a shift in consumer attitudes towards bricks-and-mortar retailing, brought on by the multitude of lockdowns during the Covid-19 pandemic.

In 2021, Estée Lauder Companies became one of the first cosmetics retailers to feature on the site.

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

“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, at the time.

“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 UberEats app, makes a lot of natural sense.”

UK beauty brands, meanwhile, 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.

This was followed by pharmacy chain Lloyds, which teamed up with Deliveroo in the first lockdown to drop off medical and beauty essentials for consumers.

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