Uber Eats is adding Ulta to the shopping cart

Uber wants more of your wallet, not just your ride

Uber Technologies just announced a new partnership with Ulta Beauty, adding more than 1,500 Ulta stores to the Uber Eats marketplace. So yes, the same app you use for burritos and late-night fries is now trying to become your beauty aisle too.

Why this matters

This is classic Uber: keep expanding the menu so you don’t leave the app. More retail partners can mean more orders, more engagement, and more reasons for users to treat Uber Eats like a mini shopping mall with delivery fees.

For Ulta, the pitch is pretty simple: meet shoppers where they already are and turn convenience into incremental sales. For Uber, every new category is another shot at becoming the digital Swiss Army knife in your pocket.

The bigger picture

You’re not just looking at one partnership here. You’re watching Uber keep stacking use cases — food, groceries, retail, travel, robotaxis, the whole buffet. Big picture: the company is still trying to win the “everything app” game, one checkout button at a time.