DoorDash now delivers beauty products from Sephora stores

DoorDash users can now order beauty delivery.

The on-demand service is partnering with Sephora to make beauty products from 500 stores across the US and Canada available through its marketplace.

Sephora is the first prestige beauty retailer to join DoorDash’s marketplace. Along with making products available in categories ranging from haircare to cosmetics, the tie-up will provide a way for members of Sephora’s Beauty Insider members to link their loyalty account to DoorDash, and continue to earn points.

"The ability to access Sephora's unparalleled selection of beauty products on-demand is a gamechanger for consumers who value selection and speed,” said Shanna Prevé, VP of partnerships at DoorDash, in a statement. “Our consumers crave convenience, and we're excited to see how they're inspired by this partnership with new beauty buying occasions like last-minute holiday gifts, new wish-list indulgences, and seasonal stock ups ahead of parties or travel events."

Along with this new service, DoorDash is creating a new Beauty tile on its homepage. And its drivers won't just be transporting orders from the marketplace. DoorDash will deliver goods purchased through Sephora’s website through its white-label delivery service, called DoorDash Drive.

"At Sephora, our clients are at the heart of our business, and we hear loud and clear that on-demand delivery is what they're looking for," said Nadine Graham, SVP and general manager of ecommerce at Sephora, in a statement. "Our partnership with DoorDash was a natural next step in the continued evolution of ease and convenience while delivering best-in-class experiences.”

DoorDash started by offering rapid meal delivery to consumers from nearby restaurants, but has been expanding to offer more types of goods on its marketplace. Over the last few weeks alone, it signed partnerships to deliver farming and ranching products from Tractor Supply and athletic gear from Dick’s Sporting Goods, while testing delivery of the broad swath of items sold through Facebook Marketplace. It is also adding grocery partners like The Raley’s Companies, and standing up more self-serve retail media offerings for brands to advertise their products within the marketplace.

This comes as the company's competitors are both going wider to more categories, as well. Uber is doubling down on its “don’t eats” strategy and Grubhub has partnered with convenience delivery service Gopuff to share infrastructure and add more personal items.

By adding beauty, DoorDash is expanding into a category that continues to be an “affordable luxury” at a time when consumers may be pulling back on bigger purchases. This behavior during economic downturns is often summed up as the Lipstick Index.

Just like a meal from a restaurant, the companies are no doubt hoping that customers will want to splurge on a new beauty product, with the added incentive that it will arrive quickly.