Key Takeaways:
- Choueiri joins Bluemercury August 3, reporting to Bloomingdale’s CEO Olivier Bron.
- Brings 25-plus years of luxury beauty leadership across three continents.
- Fills a CEO seat open since Maly Bernstein’s exit last September.
Macy’s, Inc. has appointed Alexandre “Alex” Choueiri as Chief Executive Officer of its beauty chain Bluemercury, the company announced Tuesday. Choueiri will join on August 3, reporting to Olivier Bron, Chief Executive Officer of Bloomingdale’s.
Choueiri arrives with more than two decades of experience spanning North America, Europe and Asia. He most recently served as Chief Executive Officer and President, Americas, at Kering Beauté, where he led the company’s largest region, strengthened Creed’s position in luxury fragrance and helped launch new fragrance brands including Bottega Veneta and Balenciaga.
Before Kering Beauté, Choueiri spent more than 20 years at L’Oréal in a series of leadership roles, including Global President of Ralph Lauren Fragrances. Earlier in his career, he worked as a strategy consultant with Bain & Company in France and Australia.
Bluemercury “Evolution”
“I am honored to join Bluemercury at such an exciting time in its evolution,” Choueiri said in a statement. “Bluemercury has earned a loyal following by combining an elevated assortment with personalized service and a highly engaged team culture. I look forward to working alongside the talented Bluemercury team to build on that solid foundation, strengthen our position in prestige beauty and unlock new opportunities for long-term growth.”
Bron credited the Bluemercury team’s execution over the past year, pointing to consistent growth in dermatological skincare, color and fragrance in a statement. He said Choueiri’s global leadership background and track record inspiring teams make him well suited to lead the brand’s next growth phase.
As CEO, Choueiri will partner with Bluemercury’s leadership team to build the brand’s prestige beauty authority, accelerate growth and enhance the customer experience. He will remain based in New York City.
Bluemercury Positive Comp Streak
Macy’s most recent annual report, filed March 27, shows Bluemercury posted comparable sales growth of 1.6% for fiscal 2025, its 20th consecutive quarter and sixth consecutive year of positive comps. Macy’s attributed the growth to expanded brand partnerships in dermatological skincare, color and fragrance, including Skinceuticals, Sisley Paris and Parfums De Marly.
Comparable sales accelerated to 6.4% in the first quarter of fiscal 2026, ahead of both Macy’s and Bloomingdale’s for the period.
Bluemercury operated 172 stores as of January 31. Macy’s aggregates Macy’s, Bloomingdale’s and Bluemercury into a single reporting segment, so the filing does not disclose standalone revenue or profit figures for Bluemercury.
Leadership Transition
The appointment closes out a search that stretched roughly ten months. Bernstein, who led Bluemercury for four years and reported to Bron, departed the company at the end of September 2025. She joined Bath & Body Works as Chief Commercial Officer in November 2025.
