Beginning this weekend, Uber Eats and Postmates users in 20 cities will be able to order Jo Malone and Origin products — both brands under the Estée Lauder umbrella — the same way they order pizza or sushi for takeout. Couriers on the apps will pick up the products from stores and take them directly to the customers for a delivery fee on par with food orders, between between $0.50 and $5.

Uber said it launched the partnership in time for Mother’s Day but it will continue indefinitely. It’s part of the ride-sharing company’s larger effort to work with fashion and beauty retailers in offering same-day shipping. Uber is already providing same-day delivery options for H&M, the Body Shop and Walmart in select cities under its Uber Direct programme. Its overall delivery business is up 150 percent year-over-year, the company said.

“There’s no doubt the pandemic has accelerated trends in consumer behaviour — specifically our desire to get what we want, delivered quickly, at the push of a button,” Julie Kim, Uber’s global head of membership, said in a statement.