The rollout covers over 2,200 Sally Beauty locations across the country, following a successful limited test earlier this year. This marks Instacart’s second major non-grocery partnership recently, following the introduction of same-day delivery from Home Depot stores nationwide.
“We’re excited to extend our offerings beyond groceries by teaming up with Sally Beauty to provide a wide array of beauty products,” said Blake Wallace, senior director of retail partnerships at Instacart.
Sally Beauty Supply offers a comprehensive selection of up to 7,000 products, including hair color, hair care, nails, and skincare items from renowned brands like Wella, Clairol, OPI, L’Oreal, Wahl, and Babyliss Pro.
Instacart faces competition from DoorDash, which in March announced its own delivery partnerships with Sally Beauty and MAC Cosmetics, alongside an expanded relationship with Sephora. Instacart also collaborates with beauty giant Sephora and holds an exclusive delivery partnership with Kiehl’s, covering all 58 of its retail locations.
In a recent earnings call, Sally Beauty confirmed its distribution launch with DoorDash and prepared for the forthcoming Instacart rollout. The company anticipates these partnerships, along with its expanding presence on Walmart’s online marketplace, to boost sales despite challenges in the beauty sector.
The beauty delivery partnerships arrive amid increasing pressures on the industry, with Sally Beauty reporting a 1.5% decline in comparable-store sales for its fiscal second quarter, citing consumer spending restraint as a contributing factor.