Sally Beauty and Uber Eats Partner to Offer On-Demand Delivery

Uber Eats has partnered with Sally Beauty to launch its first national beauty delivery service, enabling customers to order professional-grade hair care, nail products, and styling tools directly through the Uber Eats app.

The collaboration, announced Tuesday, marks a strategic expansion of Uber Eats' retail offerings beyond food and groceries, tapping into the $20–25 billion on-demand beauty market.

Key Details of the Partnership

Starting immediately, users can access Sally Beauty's 7,000+ products—including top brands like OPI, Wella, and XMONDO—via the Uber Eats app. The service offers flexible delivery windows, real-time order tracking, and a limited-time promotion: 50% off orders of $50 or more through March 31, 2025. Uber One members also receive $0 delivery fees on eligible orders.

Natalie Lockhart, Group Vice President of Strategy at Sally Beauty, emphasized the partnership's focus on convenience: "Our customers want immediate access to professional beauty solutions, whether for a last-minute event or an at-home color touch-up. Partnering with Uber Eats allows us to meet them where they are."

Strategic Expansion into Q-Commerce

The move aligns with the rapid growth of quick commerce (q-commerce), which prioritizes delivery times of 30 minutes or less. Analysts note that beauty products—particularly emergency items like hair color or nail supplies—are well-suited to on-demand models. A 2024 report by BeautyScentiments highlighted q-commerce's potential to capture impulse purchases and time-sensitive needs, with 63% of consumers citing immediacy as a key factor in beauty purchases.

Hashim Amin, Uber's Head of Retail for North America, stated: "This partnership isn't just about delivery—it's about integrating beauty into daily routines. We're bridging the gap between professional-grade products and everyday accessibility."

Broader Context: Uber's Retail Ambitions

Uber Eats has steadily diversified its platform, adding partnerships with retailers like Wegmans (groceries) and Big Lots (discount goods) since 2023. The Sally Beauty collaboration follows Uber's November 2023 push into African markets, where it expanded into pharmacy and grocery deliveries.

The beauty category offers strategic advantages:

• Higher Margins: Beauty products yield better margins than groceries, though lower frequency than restaurant orders (Retail Dive).
• Engagement Boost: Beauty deliveries could drive app usage during non-peak hours, enhancing Uber One membership value.

Market Implications

The partnership arrives as consumers increasingly expect omnichannel retail experiences. According to SkinMatch's 2025 trends report, hyper-personalization and social commerce are reshaping beauty e-commerce, with 40% of Gen Z shoppers influenced by TikTok and Instagram hauls. Sally Beauty's inclusion of trending brands like Dashing Diva and bondbar targets this demographic.

Challenges and Opportunities

While Uber's existing logistics network minimizes incremental costs, success hinges on balancing delivery fees and consumer price sensitivity. Analysts caution that beauty's lower purchase frequency compared to food may require aggressive promotions to sustain engagement.

What's Next

The service is now available nationwide, with Uber and Sally Beauty monitoring adoption rates post-promotion. As q-commerce reshapes retail, this partnership could set a precedent for similar collaborations between delivery platforms and specialty retailers.