Instacart announced a partnership with Lush Cosmetics on February 11, 2026, adding more than 600 Lush items—including bath bombs, face masks and shampoo bars—to its marketplace. The deal enables same‑day delivery in as fast as one hour from 250 U.S. and Canadian stores.
The partnership moves Instacart beyond groceries into the high‑margin beauty category, a strategic shift that could lift average order value and create new advertising inventory for Lush. By leveraging Instacart’s existing logistics network, Lush gains instant access to millions of consumers who already use the platform for grocery delivery, while Instacart broadens its appeal to shoppers seeking convenience for last‑minute gifts and self‑care items.
Instacart’s Q3 2025 earnings, released earlier this month, showed revenue of $939 million and an EPS of $0.51, beating estimates of $933 million and $0.50, respectively. The growth was driven by a 10% year‑over‑year increase in both transaction revenue and advertising & other revenue, reflecting the company’s focus on higher‑margin segments.
"We’re always looking for meaningful ways to bring even more convenience to people who shop with Instacart. By teaming up with Lush, we’re helping people bring fresh, handmade essentials straight to their door – perfect for gifting, stocking up, surprising a loved one with some self‑care for Valentine’s Day, or all year round," said Blake Wallace, Vice President of Retail Partnerships at Instacart.
Raman Khtaria, Head of Digital Operations at Lush Cosmetics North America, added, "With Instacart, we’re expanding customers’ accessibility to Lush’s handmade product inventions, making them easier to access than ever before."
The partnership is part of Instacart’s broader strategy to expand its marketplace beyond groceries into various retail categories, including beauty, pet, and household goods. The company partners with over 1,800 retail banners and timed the deal ahead of Valentine’s Day, a key gifting period, to capture last‑minute gift buyers.
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