After The Body Shop at the end of 2020, it’s The Estée Lauder Companies’ turn to partner with delivery platform Uber Eats to allow beauty addicts to receive their favorite cosmetics the same day. For now, there are only two of its brands, Jo Malone and Origins, whose products can be delivered via Uber Eats in about 20 cities in the United States. It’s an initiative that, if it gets a following, could be expanded to more brands of the American company.

The health crisis, which has led to the closure of non-essential businesses, has pushed consumers to turn to online shopping, forcing brands and retailers to reinvent themselves to meet this new demand. In the beauty sector, this has resulted in more virtual try-ons and faster delivery services than ever before.

During the pandemic, many brands and stores implemented — when it did not already exist — click & collect services to get their cosmetics into the hands of customers within just a few hours. Even if stores are progressively reopening around the world, these new delivery services could quickly win the favor of consumers, especially those who may find that working from home is their new normal.

It remains to be seen whether other sectors, including fashion, could also follow suit and join one of the many existing delivery platforms around the world. Whether this kind of service is compatible with the image of luxury brands will certainly be part of the equation.