Beauty brands Jo Malone and Origins are trialling delivery via Uber Eats in the US.
Online shopping is great and all, but sometimes the wait for your item to ship is excruciating.
Imagine if you realised you had run out of your favourite mascara on a Friday afternoon before a big night, but you could jump on an app and have one delivered to your door within the hour.
You’re no longer dreaming, although it may take a while to become reality here.
In a beauty first, Estee Lauder Companies has linked up with Uber Eats and similar quick-commerce and food delivery service Postmates in the US to offer instant delivery of products from two of the parent company’s brands from selected stores to residences or places of work.
The initial launch involves luxury fragrance brand Jo Malone and plant-powered skincare brand Origins. Which means, if you were keen on a little scented pick-me-up or wanted to send a surprise gift, you could have one of the brand’s iconic Lime, Basil & Mandarin candles or concentrated colognes delivered direct to your door – or someone else’s – in as little as 30 minute. Or, if you were unexpectedly scraping the bottom of a pot of Origins’ pick- me-up Ginzing moisturiser you could replace it without missing a day of skin brightening and hydration.
The move is part of a push in the US to expand the type of products Uber offers, from fast food to include alcohol, groceries, convenience and, beauty, hence the new options.
Uber is already providing same-day delivery options for H&M, the Body Shop and Walmart in a number of US cities under its Uber Direct programme.
According to BOF, the beauty delivery fee is on a par with food orders, between US$0.50 and US$5.
There is no word on if or when the approach will expand to other beauty brands and other countries.
