US cosmetics chain Ulta Beauty has added over 1,500 stores to the Uber Eats marketplace through a new partnership with the delivery firm.

The move gives customers access to Ulta Beauty’s range of makeup, skincare, haircare, fragrance, wellness products and beauty tools through the Uber Eats app, with the rollout taking place just ahead of Mother’s Day in the US.

The retailer said customers can browse thousands of products from more than 600 brands through the delivery platform, which include both prestige beauty labels and mass-market products.

The partnership forms part of Ulta Beauty’s broader strategy to strengthen its digital and omnichannel capabilities as consumer demand for rapid fulfilment and convenience continues to grow, according to the company.

Customers can access nearby Ulta Beauty stores through the “Retail” and “Beauty” sections of the Uber Eats app, with real-time order tracking available throughout the delivery process.

Jodi Williams, vice president of ecommerce at Ulta Beauty, said the retailer is focused on giving customers more flexible ways to shop across channels.

“At Ulta Beauty, we’re focused on creating seamless, flexible ways for our guests to discover and shop the brands they love whenever and wherever they need them,” she added. “Partnering with Uber Eats allows us to extend our omnichannel experience, bringing our differentiated assortment of beauty and wellness products directly to our guests’ doors with speed and convenience.”

Earlier this month, Ahold Delhaize USA announced it had expanded its partnership with Uber Eats in the US to roll out on-demand grocery delivery from nearly 2,000 stores across the Northeast and Mid-Atlantic.

The retailer, which trades under several grocery brands including Food Lion, Giant, and Martins, said the collaboration will bring together a wide range of its brands onto the Uber Eats marketplace and give customers access to thousands of grocery items via the app.

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