Instacart rolls out Sally Beauty partnership

Instacart said it has expanded its partnership with Sally Beauty Supply stores nationwide to offer same-day delivery of the retailer’s assortment of hair, skin, and nail care products.

The rollout to all 2,200-plus Sally Beauty locations follows a limited test of the service earlier this year. It is the second non-grocery partnership Instacart announced in the past month, following the recent launch of same-day delivery from Home Depot stores across the country.

“We’re thrilled to continue broadening our offerings beyond grocery by partnering with Sally Beauty to deliver an extensive range of beauty products,” said Blake Wallace, senior director of retail partnerships at Instacart.

Sally Beauty Supply stores offer up to 7,000 products for hair color, hair care, nails, and skin care through both proprietary brands and professional lines such as Wella, Clairol, OPI, L'Oreal, Wahl, and Babyliss Pro.

Instacart rival DoorDash in March unveiled that it had launched delivery partnerships with Sally Beauty and MAC Cosmetics, as well as an expanded relationship with Sephora. Instacart also has a delivery partnership with beauty retailer Sephora, and last year said it had launched an exclusive delivery relationship with Kiehl’s, a skin-care retailer, covering all 58 of that company’s retail locations.

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The competition between DoorDash and Instacart has also heated up recently on the restaurant front, following Instacart’s partnership with Uber Eats to promote that company’s restaurant delivery service through the Instacart website and app.

In a recent conference call with analysts, Sally Beauty confirmed it had launched distribution with DoorDash in March and was gearing up for the Instacart rollout. The company said it expected both partnerships to drive top-line sales, along with its growing presence on Walmart’s online marketplace, which launched late last year.

The beauty-delivery partnerships come amid increased pressures on the beauty sector, according to some beauty retailers. Sally Beauty said comparable-store sales in its fiscal second quarter were down 1.5%, which it attributed in part to “customer frugality.”