{"id":6104,"date":"2026-06-07T13:32:07","date_gmt":"2026-06-07T13:32:07","guid":{"rendered":"https:\/\/www.fintechpulse8.com\/?p=6104"},"modified":"2026-06-07T13:32:07","modified_gmt":"2026-06-07T13:32:07","slug":"ulta-beauty-takes-on-amazon-with-new-delivery-option-for-shoppers","status":"publish","type":"post","link":"https:\/\/www.fintechpulse8.com\/?p=6104","title":{"rendered":"Ulta Beauty takes on Amazon with new delivery option for shoppers"},"content":{"rendered":"

<\/p>\n

Ulta Beauty is expanding its delivery options amid increased competition from Amazon and other rivals in the beauty retail industry.\u00a0<\/p>\n

Amazon is the largest beauty retailer in the U.S., capturing an almost 23% share of beauty sales in the region in 2025, according to recent data from NielsenIQ. TikTok Shop has also become a fast-growing rival to Ulta Beauty, with its share of beauty sales increasing by 107.7% last year.<\/p>\n

\u201cWe\u2019re just seeing Amazon really take over what beauty means\u2026. The big growth drivers of beauty retail have been Amazon and TikTok Shop,\u201d said Anna Mayo, vice president of the beauty vertical at NIQ, in a statement to Beauty Independent in January.\u00a0<\/p>\n

To keep up with rising competition, over the past year, Ulta Beauty has expanded its focus on offering customers convenience, a strength of Amazon and other online rivals.\u00a0<\/p>\n

For example, in October, Ulta Beauty launched its online third-party marketplace, UB Marketplace, further expanding its beauty, hair care, wellness, fragrance, and skin care offerings.\u00a0<\/p>\n

Ulta Beauty adds new delivery option as competition intensifies<\/strong><\/h2>\n

Now, the company is expanding its delivery options by partnering with Uber Eats to offer same-day and scheduled delivery, adding over 1,500 Ulta Beauty stores to the app, according to a May press release.\u00a0\u00a0<\/p>\n

Customers can now order skin care, makeup, fragrance, hair care, styling tools, and devices from over 600 brands across Ulta Beauty\u2019s product assortment.<\/p>\n

\u201cConsumers today are looking for both variety and flexibility when it comes to shopping for beauty products,\u201d said Hashim Amin, head of grocery and retail for Uber in North America, in the press release.\u00a0<\/p>\n

Related: Ulta Beauty customers will encounter a harsh change in stores<\/strong><\/p>\n

\u201cOur partnership with Ulta Beauty makes it easier for customers to discover and shop a wide range of beauty products, all delivered directly to their door,\u201d he added.<\/p>\n

The move from Ulta Beauty comes after it partnered with Instacart in January last year to offer customers same-day delivery from over 1,400 stores, with deliveries as fast as an hour.\u00a0<\/p>\n

The company also previously partnered with DoorDash in 2021 to introduce this same service and later expanded it in 2024.\u00a0<\/p>\n

\n

Ulta Beauty has partnered with Uber Eats to expand its delivery options. <\/p>\n

Shutterstock<\/p>\n<\/figcaption><\/figure>\n

Ulta Beauty leans into shifting consumer expectations with delivery\u00a0<\/strong><\/h2>\n

Not only does Ulta\u2019s Uber Eats partnership challenge Amazon and other online competitors, but it also follows in the footsteps of Sephora, another top rival.<\/p>\n

In 2022, Sephora partnered with DoorDash to offer same-day delivery of its products, and in 2025, it made the same move with Uber Eats.\u00a0<\/p>\n

More Retail:<\/strong><\/p>\n

    \n
  • Target sees unexpected shift in customer behavior<\/strong><\/li>\n
  • Publix faces consumer boycott threat after store policy change<\/strong><\/li>\n
  • Ross Stores CEO eyes a change that could drive away shoppers<\/strong><\/li>\n<\/ul>\n

    Many consumers nationwide are increasingly expecting fast and flexible delivery, as it has become a major driver of customer loyalty, according to a recent survey from delivery and fulfillment platform Bringg.<\/p>\n

    U.S. consumer delivery expectations in retail:<\/strong><\/h3>\n
      \n
    • Approximately 41%<\/strong> of U.S. consumers consider delivery promises<\/strong> across retailers before shopping, highlighting that delivery influences<\/strong> brand choice.<\/li>\n
    • Also, 61%<\/strong> will abandon<\/strong> their online shopping carts when delivery isn\u2019t flexible.<\/li>\n
    • About 63%<\/strong> of consumers value real-time tracking and updates<\/strong> when it comes to delivery<\/li>\n
    • At least 40%<\/strong> value same-day or next-day delivery options and the control of flexible scheduling.<\/li>\n
    • Roughly 65%<\/strong> said positive delivery experiences are enough to encourage them to purchase from a retailer again<\/strong>.
      \nSource: Bringg\n<\/li>\n<\/ul>\n

      \u201cIn the Delivery Economy, delivery is no longer an operational detail \u2014 it\u2019s a leadership decision,\u201d said Bringg CEO Guy Bloch in a LinkedIn post discussing the survey. \u201cCustomers don\u2019t leave because of price or product. They leave when the delivery experience breaks the promise.\u201d<\/p>\n

      Ulta Beauty\u2019s big bet on delivery comes as it is facing increased consumer demand. In the first quarter of 2026, its comparable sales increased by 5.3% year over year, according to its latest earnings report.\u00a0<\/p>\n

      \u201cGrowth in the beauty category remains healthy, even as consumers are increasingly value-focused,\u201d said Ulta Beauty CEO Kecia Steelman during an earnings call on June 3.\u00a0<\/p>\n

      She also said that the growing e-commerce momentum contributed to \u201crobust sales performance\u201d during the quarter, as more consumers seek convenience in their shopping experience.\u00a0<\/p>\n

      \u201cThe sustained strength of our e-commerce channel is powered by the investments we’ve made over the last several years to elevate our infrastructure and the ongoing enhancements we’re continuing to roll out, like expanded same-day delivery options through Uber Eats and new Buy Now, Pay Later options through Klarna to improve functionality, expand convenience and improve the guest experience,\u201d said Steelman.<\/p>\n

      \u201cThe convenience of buy anywhere, fill anywhere capabilities, including Buy Online Pickup in Store, have been a key driver of our e-commerce growth and of our strong guest satisfaction metrics.\u201d\u00a0<\/p>\n

      Related: Target sees unexpected shift in customer behavior<\/strong><\/p>\n

      #Ulta #Beauty #takes #Amazon #delivery #option #shoppers<\/p>\n","protected":false},"excerpt":{"rendered":"

      Ulta Beauty is expanding its delivery options amid increased competition from Amazon and other rivals in the beauty retail industry.\u00a0 Amazon is the largest beauty retailer in the U.S., capturing… <\/p>\n","protected":false},"author":1,"featured_media":6105,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[246],"tags":[310,3275,1591,4434,2825,1370,8564],"class_list":["post-6104","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-popular","tag-amazon","tag-beauty","tag-delivery","tag-option","tag-shoppers","tag-takes","tag-ulta"],"_links":{"self":[{"href":"https:\/\/www.fintechpulse8.com\/index.php?rest_route=\/wp\/v2\/posts\/6104","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.fintechpulse8.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.fintechpulse8.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.fintechpulse8.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.fintechpulse8.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=6104"}],"version-history":[{"count":0,"href":"https:\/\/www.fintechpulse8.com\/index.php?rest_route=\/wp\/v2\/posts\/6104\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.fintechpulse8.com\/index.php?rest_route=\/wp\/v2\/media\/6105"}],"wp:attachment":[{"href":"https:\/\/www.fintechpulse8.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=6104"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.fintechpulse8.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=6104"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.fintechpulse8.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=6104"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}