Press Release

H-E-B gives the shopping experience a makeover with Beauty by H E B

Expanded product selection and beauty advisors elevates how customers shop beauty at H E B
(San Antonio ) —

H-E-B is excited to announce that it has launched its first Beauty by H E B in San Antonio, creating an elevated shopping experience that redefines how customers shop beauty and personal care at H-E-B stores. This highly-curated department, which opens Nov. 8, will boast an expanded selection of many popular brands and feature an experienced, dedicated team of trained Beauty Advisors to provide expert advice and superior customer service.

“Beauty by H-E-B provides that oasis within the store where the customer can pamper themselves,” said Tracy Bliss, H-E-B Director of Beauty. “We’ve created a destination within the store where a talented team of Beauty Advisors will help customers pick out the perfect items that lend themselves to the creation of new beauty rituals.”

Upon entering Beauty by H-E-B, which is located inside the H-E-B plus! at Highway 281 and Evans Rd., customers will be transported to a world of glamour and style. At nearly 4,000 square feet, the department’s colorful runway leads to four bold areas, each with a distinct focus: Color Cosmetics, Hair Care, Skin Care and Naturals. Designed with the customer experience in mind, Beauty by H-E-B is an interactive space that allows customers to shop their favorite brands as well as experiment and play with everything from foundation and facial cleanser to lip stick and lotions. Throughout the department are digital screens that provide informational videos, bright tester stations with mirrors and a voice activated screen where customers can take photos to share on social media.

Vividly displayed across the space, each area has an expanded assortment of items that includes everyday products found at many H-E-B stores as well as notable brands such as Smashbox, Pixi, AHC, Vichy and La Roche-Posay.

To look and feel their absolute best, customers can engage with expertly trained Beauty Advisors who are passionate about all things beauty. Each Beauty Advisor, who received more than a hundred hours of expert training for the position, can provide personalized services such as establishing skin care routines and personal care rituals as well as identify products for more precise color matching. Daily, Beauty Advisors at the Beauty Connections kiosk, located at the front of the space, will showcase new products and offer customers product recommendations and demonstrations.

Leading the passionate group of Beauty Advisors is Ashley Gallegos, a 13-year H-E-B Partner and licensed esthetician. The former pharmacy technician worked her way into the beauty department after graduating from H-E-B’s School of Retail Management. For her, the focus is to create an inspiring environment where Beauty Advisors have a hands-on experience and direct connection with customers, helping them with all their beauty needs.

“For me it’s simple, we want to make people feel good about themselves and connect with customers in a positive way,” Gallegos said. “We have such an amazing, talented team here to educate and help our customers look and feel their best.”

Eager and joyful about his new role, Beauty Advisor Paul Bustamante sees Beauty by H E B as an inclusive environment where his team can showcase their talents and provide the highest level of hospitality to all customers.

“Beauty by H E B is for everyone,” he said. “We want to bring joy and positivity to people. It’s all about having fun and reminding people that you can be anyone you want to be.”

With help with the latest trends to timeless traditions, Beauty by H-E-B’s Beauty Advisors will be available daily to assist customers with their needs.


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