Dive Brief:

• Sephora has teamed up with Instacart to provide same-day delivery of its beauty, skincare and wellness products, the company announced on Thursday. Shoppers can now have their orders delivered to them in as soon as an hour through the platform.

• Customers can access select Sephora Beauty Insider promotions and earn points on purchases made through Instacart's marketplace, the company said. U.S. and Canadian customers can also participate in the beauty retailer's Savings Events on Instacart, according to a press release emailed to Retail Dive.

• As part of the collaboration, Instacart modified its app design to help customers easily browse through Sephora's product selection.

Dive Insight:​

Instacart has faced its fair share of ups and downs during the COVID-19 pandemic. Workers on its platform threatened to strike early on in the crisis in response to health and safety concerns. Instacart responded by adding protective measures and perks for its workers in May. The company also stepped up its security protocols following its security breach investigation in August. 

Still, the company continues to expand even as competitors vie for a share of the grocery delivery market. Beyond Sephora, the platform has added Walmart, Rite Aid, 7-Eleven, Staples and most recently Bed Bath & Beyond to its roster, in addition to supporting independent grocers. But Instacart isn't alone in trying to take advantage of increased demand for delivery options. DoorDash has also partnered with essential retailers like 7-Eleven and PetSmart.

"For many people, the essentials they need go beyond fresh food and pantry staples and, over the last few years, we've seen an increase in customer demand for personal care, wellness and beauty products," Chris Rogers, vice president of retail at Instacart, said in a statement. 

Sephora has had to make other changes to adapt to the coronavirus pandemic, too. In June, the beauty retailer launched on Instagram Checkout with 80 brands, including Drunk Elephant and Milk Makeup. As consumers shifted their spending online during the pandemic, the retailer leaned into the strength of its warehouse network to keep up with demand. For Sephora, the collaboration with Instacart was a continuation of its efforts to seamlessly serve customers, Carolyn Bojanowski, senior vice president and general manager of eCommerce for Sephora, said in a statement.

"We're always looking for unique, yet practical ways to meet our clients at every touchpoint; and now more than ever, we know they seek ease and convenience," Bojanowski said in a statement. "With our Instacart partnership, we can offer a new same-day delivery service option to our existing clients, and also introduce some of the benefits of being a Sephora client to Instacart's marketplace."