|Founder||Amy Chou Granger|
|Headquarters||New York, NY|
|Press Contact||Amy Granger|
Launched in March 2020, M2U NYC is a certified vegan and cruelty-free makeup brand offering luxury makeup at mind-blowing prices. M2U, an abbreviation of Makeup 2 U, was born out of the need to show everyone that it is totally possible to have an affordable, high quality, and stylish makeup routine. Developed with the direct input and collaboration from Gen Z, M2U NYC’s current line includes 22 product styles totaling 100 SKUs, ranging from fun items like eye crayons and luminizers, to makeup staples such as lipsticks and powder. Designed in the one and only New York City, M2U brings the NYC spark in every step of product development - from the one-of-a-kind eyeshadow palette artworks, to brilliantly bold lipsticks – and delivers electric, on-trend products to all makeup lovers.
Spending about a decade working for some of the biggest beauty brands in the world really gave the M2U NYC founding team a unique insight on everything that goes into a makeup brand. Something that did not sit well with them was seeing the millions of dollars that would go into things like luxury photoshoots and celebrity marketing deals, when they knew that consumers did not care about those things anymore. The sad thing is, those costs are embedded in the price so consumers are still paying for them. M2U NYC rejects the old way the beauty industry works, and eliminates all the expensive and wasteful add-ons to provide a truly inclusive makeup line with quality, style, and value to all makeup lovers.
Amy Chou Granger is Co-Founder and President of M2U NYC. Prior to launching M2U NYC in 2020, Amy had held Director roles with increasing responsibilities at both L’Oréal USA and later The Estée Lauder Companies. With 15+ years of extensive experience in Marketing, Operations, and Strategic Planning for several CPG and beauty conglomerates, Amy has influenced the strategic direction for powerhouse brands including Kiehl’s, Giorgio Armani Beauty, and Michael Kors Beauty.
Amy was born and raised in Taiwan. She came to the U.S. to pursue her graduate degree (Amy holds a Master of Engineering degree from MIT). Growing up in Asia, she was not exposed to makeup since most people in Taiwan didn’t wear makeup until they started working full-time. Her first makeup experience was in her mid 20’s when her friend took her to Macy’s and got her a beauty makeover. She recalls that she could hardly recognize herself in the mirror because it was not her style and she didn’t feel comfortable looking like someone else. Makeup trends are different in all cultures. With the launch of M2U, she wants to empower everyone to formulate their own beauty standards. She wants to give people tools to experiment, have fun and create new routines without feeling guilty about overspending.