Bluemercury taps former L’Oréal executive as CEO
Bluemercury, a division of Macy’s Inc., has tapped a seasoned global luxury beauty veteran as its new leader.
The beauty retailer named Alex Choueiri as chief executive officer, effective Aug. 3. He succeeds Maly Bernstein, who left in September 2025 to join Bath & Body Works. Choueiri will report to Olivier Bron, CEO of Bloomingdale’s.
Most recently, Choueiri served as CEO and president, Americas, at Kering Beau, 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 that, he spent more than two decades at L’Oréal in a series of leadership roles, including global pesident of Ralph Lauren Fragrances
Choueiri joins Bluemercury as Macy’s has been prioritizing its growth as part of its three-year “Bold New Chapter” turnaround strategy. Launched in 2024, the strategy includes opening at least 30 Bluemercury stores in the next three years and also remodeling about 30 Bluemercury locations during that time.
Blue Mercury's first-quarter comparative sales rose 6.4%. The brand operates approximately 170 neighborhood-based stores nationwide.
"Alex is a proven global leader with deep beauty expertise and a record of leading complex global organizations,” said Bron. “He knows how to inspire teams, build culture and drive results and I am confident he is ideally suited to build on Bluemercury’s momentum and lead its next phase of growth.”
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As CEO, Choueiri will partner closely with the Bluemercury leadership team to further enhance the brand’s prestige beauty authority, accelerate growth and deliver exceptional experiences for customers, the company said.
“I am honored to join Bluemercury at such an exciting time in its evolution,” said Choueiri. “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.”
