Deliveroo is leveraging its network of dark kitchens to serve as fulfilment hubs for non-food retailers offering UK-wide on-demand delivery.
The aggregator app today announced it had signed an exclusive deal with online beauty retailer Lookfantastic, giving app users access to a range of more than 300 skincare, haircare, make-up and wellness products for delivery within as little as 20 minutes.
Unusually for non-food retailers listing on the Deliveroo marketplace, Lookfantastic – which was acquired by THG in 2010 – doesn’t have a large network of physical retail sites. It has just two stores – one in in Altrincham and a second that opened in Bristol earlier this year.
To broaden the potential customer base for rapid delivery of Lookfantastic’s own-label and branded products, orders will be fulfilled from both its two physical stores as well as Deliveroo’s wider network of Editions dark kitchens sites. This means availability of the quick commerce beauty service can extend to London, Glasgow, Nottingham and Leeds, as well as Manchester and Bristol.
Deliveroo has more than 20 Editions sites across the UK.
The beauty category has grown in sales on Deliveroo by more than 60% year on year, the aggregator app said, with more than two million unique searches for beauty products made on the platform in 2025 alone.
Suzy McClintock, VP for consumer at Deliveroo, said the partnership represented “another huge win” for Deliveroo’s non-food retail offering Deliveroo Shopping.
“We want to be there for every customer need, whatever that is and whenever it arises,” she said. “As demand for personal care and wellness on Deliveroo continues to grow, this partnership strengthens our ability to meet that need directly.”
Deliveroo made its move beyond takeaways and groceries in 2023 with the launch of Deliveroo Shopping, which allows consumers to “seamlessly order a range of retail products, from electronics to petfood and flowers to toys”.
It welcomed major high street brands including Boots, B&Q, Not On The High Street and Ann Summers on to the platform, alongside thousands of independent retailers. The selection of non-food retailers also includes luxury fragrances from The Perfume Shop, high-end fashion rental via Hurr, and accessories from Accessorize.
“As lifestyles continue to evolve, we know our customers value speed, flexibility and seamless access to the products they love,” said Keely Gough, managing director at Lookfantastic.
“We’re making it easier than ever to discover and receive premium beauty, whether you’ve run out of an essential, need a last-minute gift or a self-care treat,” Gough added. “This partnership represents another exciting step in our commitment to meeting customers wherever they are, delivering exceptional experiences through innovation and convenience.”
The companies said the launch was the start of “an ongoing partnership” which will see new products and offers appearing on the Deliveroo platform throughout the year.
“So whether it’s for festival season, Christmas parties or the January wellness reset, customers can get their glow-up fix, whenever they need it,” Deliveroo said.
Lookfantastic is not the first direct-to-consumer non-food retailer to partner with Deliveroo. In June, online fashion brand Asos partnered with Deliveroo to give customers in Greater London and Manchester the chance to shop a range of 15 limited-edition football shirts for swift delivery and ”have a matchday look arrive faster than the pre-match analysis”.
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