JD.com-owned delivery platform, Dada Nexus Group, is collaborating with domestic Chinese multi-brand beauty retailers The Colorist and Wow Colour to provide one hour delivery service for their physical stores around the country.

For The Colorist, Dada Nexus will provide delivery services for 178 stores, and for Wow Colour its delivery services will be available from 80 stores nationwide. Dada Nexus has already partnered with other beauty and personal care chains, including Watsons and Mannings, as well as K-Beauty brand, Innisfree.

Its competitor, Meituan Group, also provides delivery and digital logistics services to beauty retailers. In March 2020, Sephora collaborated with Meituan, delivering products from 68 stores in 16 cities to ameliorate the decline in footfall for physical stores during the pandemic. Since then, beauty products have become one of the Meituan platform’s fastest-growing categories.

This said, because beauty products require a high level of offline experience and have a long life cycle, consumers using one-hour delivery for beauty tend to be fulfilling urgent repurchasing needs, rather than buying new brands and products