M2U NYC Expands to 150+ H-E-B Stores With 75-SKU Beauty Assortment — All Under $15Building on a Successful 2024 Trend Section Debut, the NYC Brand Brings Skincare-Infused Makeup, Fan Favorites, and Exclusive FIT Student-Designed Eyeshadow Palettes to Texas Shoppers at Accessible Prices
M2U NYCMar 31, 2026
NEW YORK, NY — March 31, 2026 — M2U NYC, the New York City-born beauty brand celebrated for its skincare-infused formulas and bold, accessible aesthetics, today announced the major expansion of its retail presence at H-E-B, one of the most beloved grocery chains in the United States. Following a standout debut in H-E-B’s trend beauty section in 2024, M2U NYC is now launching a comprehensive 75-SKU assortment across 150+ H-E-B locations throughout Texas, complete with dedicated 1-foot branded shelf space in the beauty aisles, featuring all products priced under $15.
From Trend Section Breakout to Full-Aisle Presence
M2U NYC’s relationship with H-E-B began in the summer of 2024, when the brand introduced a curated, limited assortment in the retailer’s trend section. The results were clear: Texas shoppers responded enthusiastically to M2U NYC’s signature blend of high-performance, skincare-infused color cosmetics at prices that don’t compromise accessibility. That success set the stage for today’s expanded partnership — a full 75-SKU offering that brings the breadth of the M2U NYC lineup to H-E-B beauty aisles statewide.
Fan Favorites That Started It All
At the heart of the expanded assortment are M2U NYC’s best-loved hero products. The Metallic Liquid Lips and Matte Liquid Lips deliver long-wearing, richly pigmented color with a formula designed to keep lips comfortable and conditioned. The Eye Crayons offer effortless, easy application for brightening eye looks, while the Liquid Eyeshadows deliver buildable, high-impact looks from subtle to glam. Together, these products embody the M2U NYC philosophy: makeup that looks as good as it feels.
Introducing the NYC Eyeshadow Palette Collection — Art Meets Makeup
The crown jewel of this launch is the exclusive NYC Eyeshadow Palette Collection — four artfully curated palettes whose cover artwork was designed by students from the Fashion Institute of Technology (FIT), one of New York City’s most prestigious design schools. Each palette pays homage to iconic NYC landmarks and cultural moments, transforming every compact into a collectible piece that celebrates the city’s creative spirit.
The collaboration with FIT students is a meaningful extension of M2U NYC’s commitment to uplifting emerging creative voices. Each palette design was selected to authentically capture a distinct facet of New York City life, ensuring that even as M2U NYC makes its mark in Texas, it carries the undeniable energy of the city that inspired it.
“New York City’s energy — its boldness, creativity, and momentum — belongs to everyone. Bringing M2U NYC to H-E-B allows shoppers across Texas to experience that spirit at an accessible price point. Our FIT collaboration makes this launch even more meaningful by bringing New York art directly into everyday beauty routines.”
— Amy Granger, Co-founder of M2U NYC
NYC Energy. Texas Accessibility.
M2U NYC’s expanded H-E-B presence is more than a retail milestone — it’s a statement about access to quality beauty. Each product is formulated with skin-loving ingredients that blur the line between makeup and skincare, delivering performance without compromise. With accessible price points, M2U NYC ensures customers never have to choose between their budget and the quality they deserve.
With 1-foot branded shelf space prominently positioned in H-E-B’s beauty aisles alongside the national brands, Texas shoppers will find M2U NYC easy to discover and impossible to overlook. The curated display showcases the full range of the new 75-SKU assortment, from everyday essentials to statement-making eye looks, giving every customer the opportunity to find their M2U NYC moment.
Availability
The M2U NYC 75-SKU assortment is available now in the beauty aisles at 150+ H-E-B stores across Texas. Shoppers can also explore the full M2U NYC collection at www.m2unyc.com.
About M2U NYC
M2U NYC is an indie beauty brand dedicated to creating skincare-infused cosmetics that deliver professional-grade results at accessible prices. Drawing inspiration from the diversity, creativity, and fearless energy of New York City, M2U NYC designs products for everyone — regardless of skill level, skin type, or budget. Available at select retail partners nationwide, on Amazon and at https://m2unyc.com/.
About H-E-B
H-E-B is one of the largest privately held companies in the United States and operates more than 400 stores in Texas and Mexico. Headquartered in San Antonio, Texas, H-E-B is renowned for its commitment to its communities, exceptional product selection, and deep Texas roots.
Launched in March 2020, M2U NYC is a certified vegan and cruelty-free makeup brand offering premium, skincare-infused 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 26 product styles totaling 120 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 award-winning blush and bold lipsticks – and delivers electric, on-trend products to all makeup lovers.
Mar 31, 2026
