Lifestyle · Beauty · Deliveroo x Alshaya
Prestige Beauty, Now One Tap Away
A new partnership moves Ulta Beauty, Boots, Dr. Vranjes and more than ten global brands onto same-day delivery across Kuwait and the UAE.
Deliveroo and Alshaya Group have signed a partnership that brings more than ten globally recognised brands onto the Deliveroo platform across the United Arab Emirates and Kuwait. Announced on 16 June 2026, the first phase spans beauty, personal care, kids, toys and homeware, and it puts names usually tied to a mall visit onto the same on-demand rails as dinner and groceries.
The opening line-up reads like a cross-section of how the region already shops: Boots, Bath & Body Works, NYX Professional Makeup, Mothercare, Muji, Ulta Beauty and Dr. Vranjes, alongside the Disney Store, which arrives for delivery exclusively through Deliveroo. Alshaya, the Kuwaiti house that operates more than fifty international brands across the region, supplies the catalogue. Deliveroo supplies the reach.
What the Partnership Puts in the Basket
The catalogue is more telling than the logistics. Two names carry real weight for anyone who follows beauty. Ulta Beauty, the American retailer built on breadth across mass and prestige, and Dr. Vranjes, the Florentine house whose diffusers have become a quiet signature in well-kept Gulf homes, are not impulse-buy staples. Seeing them on a delivery app reframes what fast delivery is for.
The essentials
Partners: Deliveroo Middle East and Alshaya Group.
Markets: United Arab Emirates and Kuwait.
Scope: more than ten brands at launch, first phase of a wider rollout.
Categories: beauty, personal care, kids, toys, homeware.
Brands: Boots, Bath & Body Works, NYX Professional Makeup, Mothercare, Muji, Ulta Beauty, Dr. Vranjes, and the Disney Store, exclusive to Deliveroo.
Member perks: Deliveroo Plus customers receive rewards and free delivery on eligible orders.
The Shift
When Wanting and Owning Move Closer
Prashant Talwar, Director of New Verticals at Deliveroo Middle East, framed the move as a step toward greater selection and value, and called it the beginning of a longer programme rather than a single launch. Rob Silsbury, Vice President of Marketing and eCommerce at Alshaya Group, described it as another way for customers to experience the group’s brands.
Beyond the announcement, the shift is easy to read. The Gulf has spent a decade bringing the things people love closer to hand, first with food, then with groceries, and now with beauty and home brands that customers already know and trust. When a Dr. Vranjes diffuser and a NYX setting spray sit a tap away, those brands simply meet their customers where the day already happens.
The Best Brands Only Get Closer
For Boujeez, the appeal of same-hour access is how much it widens the door. Beauty and home names that once asked for a deliberate trip now reach customers in the moment they want them, in Kuwait, in the UAE, on an ordinary evening. Convenience does not dilute a considered product. It carries the design, the scent and the small ritual of opening the box to more people, more often.
That is the quiet win here. The brands customers already love gain reach without giving up an ounce of their appeal, and the partnership places them exactly where the Gulf already shops.
Explore the brand portfolio at Alshaya Group.