DoorDash doubles down on beauty with Sally Beauty, MAC Cosmetics deal
Dive Brief:
In a bid for beauty shoppers, DoorDash has partnered with Sally Beauty and MAC Cosmetics for on-demand delivery in less than an hour, according to a Monday press release. The delivery platform is also expanding its relationship with Sephora to offer Beauty Insider members access to the retailer’s bi-annual and members-only sales events.
With the new partnerships, DoorDash will now deliver beauty products from more than 2,000 Sally Beauty locations and all of MAC’s stores in the U.S. A limited offer from Sally Beauty will allow shoppers to order from the retailer with a $0 delivery fee through May 31.
Sally Beauty and MAC Cosmetics will also be available to users of DoorDash’s membership program, DashPass, which comes with no delivery fees, reduced service fees and other members-only benefits.
Dive Insight:
DoorDash is expanding its presence in the beauty market with its latest partnerships. Since it began integrating beauty retailers onto its platform in 2021, the company has added over 400,000 personal care and beauty items, per the announcement.
The deals with Sally Beauty and MAC come a couple of years after DoorDash added Sephora to its roster of beauty retail partners in 2022. Sephora at the time said Beauty Insider members would earn rewards points on purchases from DoorDash, and the latest addition to DoorDash gives Sephora’s loyalty members additional perks through the platform.
“We see consumers ordering from retail categories more than ever before and trying out new categories earlier in their DoorDash journey,” Shanna Prevé, vice president of partnerships at DoorDash, said in a statement. “As consumers have higher demand and expectations for convenience and selection, we’re thrilled to connect merchant partners, like Sally Beauty and MAC, with people in new ways and unlock potential additional revenue.”
Beyond the beauty brands, DoorDash continues to grow its lineup of nonfood delivery partners. Earlier this year, the company added The Vitamin Shoppe, Golf Galaxy, Camping World, JD Sports and Finish Line to the platform. The company said at the time it now offers more retailers than its competitors.
As DoorDash widens its selection of beauty items, the beauty space continues to rise. A Circana analysis of checkout data released earlier this year found that mass-market beauty sales saw a 6% bump in 2023 from the previous year, and prestige beauty brand sales jumped 14% year-over-year. Other delivery platforms have dabbled in the beauty space as well. In 2020, Sephora partnered with Instacart to deliver its beauty products and allowed U.S. and Canadian consumers to take part in its savings events on Instacart.
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