US-based grocery technology company Instacart has formed a partnership with UK cosmetics retailer Lush to offer same-day delivery from 250 stores across the US and Canada.

Under the arrangement, customers can purchase Lush products through the Instacart marketplace, with pricing aligned to that of physical shops.

The rollout expands Instacart’s beauty category while providing Lush with an additional channel for fast fulfilment.

A wide range of items will be available on the platform, including bath bombs, face masks, body scrubs, and shampoo bars, along with other everyday personal care products.

Instacart retail partnerships vice-president Blake Wallace said: “We are always looking for meaningful ways to bring even more convenience to people who shop with Instacart.

“By teaming up with Lush, we are 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.”

The collaboration comes ahead of Valentine’s Day, allowing shoppers to order both seasonal collections and bestselling lines for home delivery.

Products available through the service include Ultrabland Facial Cleanser and Super Milk Leave-In Hair Primer, as well as limited-edition Valentine’s Day ranges such as the Sweetheart Bath Bomb and the Love Bug Scrubee.

Lush Cosmetics North America digital operations head Raman Khtaria added: “With Instacart, we are expanding customers' accessibility to Lush's handmade product inventions, making them easier to access than ever before.”

In December 2025, Instacart introduced a fully integrated shopping and checkout application within OpenAI’s ChatGPT.

The feature enables users to choose groceries and complete an embedded instant checkout without leaving the chat interface.

Instacart became the first grocery partner on ChatGPT to provide a full in-chat shopping experience using the Agentic Commerce Protocol.

During the same month, the US Federal Trade Commission (FTC) began an investigation into Instacart’s AI-based pricing system.

The regulator issued a civil investigative demand seeking detailed information about the company’s Eversight pricing software.

Eversight allows retailers operating on Instacart’s marketplace to test different price points using AI-driven experimentation.