Last updated on June 13th, 2024
H-E-B launched its first Beauty by H-E-B department in San Antonio on Nov. 8. The retailer says it is a highly-curated department with an expanded selection of brands and an experienced team of trained “beauty advisors” to provide expert advice and 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.”
Beauty by H-E-B inside the H-E-B plus! at Highway 281 and Evans Road is nearly 4,000 s.f. with a colorful “runway” that leads to four 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. The department features digital screens with informational videos, bright tester stations with mirrors and a voice-activated screen where customers can take photos to share on social media.
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.
Beauty advisors have more than 100 hours of training for the position and can provide services such as establishing skin care routines and personal care rituals as well as identifying products for more precise color matching.
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 advisors is Ashley Gallegos, a 13-year H-E-B employee 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.”
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.
