• by Tanya Gazdik , Yesterday

Uber Eats has added Sephora to its growing list of available retailers. 

“Some may advise against shopping for beauty essentials at the same place you order late-night takeout,” according to The Street. “However, evolving trends and consumers' needs are quickly reshaping how and where people shop, and Sephora is leaning in by making a move that could change people's minds.”

Sephora is the first prestige beauty retailer to join Uber Eats.

“The move is part of Uber’s continued expansion into providing more retail products to consumers through its delivery services, and is a way for Sephora to fulfill its mission of making beauty ‘available to all,’” according to Brand Innovators. “Earlier this year, Sephora partnered with Uber’s rideshare competitor, Lyft, to offer consumers free rides to its stores in select cities. The activation was part of the beauty brand’s ‘Get Beauty from People Who Beauty’ campaign that positioned the retailer as offering trusted and personalized advice.”

Uber Eats is pitching the partnership as “on-demand glam” offering customers delivery in as little as 25 minutes.

“As part of the partnership, Sephora Beauty Insider Loyalty members can link their account and continue earning loyalty points on every Sephora order placed through Uber Eats,” according to Chain Store Age. “To celebrate the launch, Uber Eats is offering U.S. customers $10 off their first delivery order of $50 or more until Oct. 30. Uber One members get a $0 delivery fee on eligible orders.”

The delivery service is promising in-store pricing. Hundreds of Sephora’s more than 3,200 stores worldwide are available for delivery. 

“Sephora will be under the “retail” or “beauty” category and shoppers will be able to choose their delivery time, as well as track the order in real time once placed,” according to Drug Store News.