CVS Health e-commerce VP to take reins of beauty retailer

Marianne Wilson
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Maly Bernstein

Bluemercury has ended its search for a new chief executive.

Macy's announced that it has named Maly Bernstein CEO of Bluemercury, effective September 13. The department store giant acquired the beauty retailer in 2015. Bernstein succeeds Bluemercury co-founder Marla Beck, who recently transitioned from the CEO role to pursue other opportunities, Macy’s said. 

Bernstein joins Bluemercury from CVS Health, which she joined in 2013 and served, from 2020 to the present, as VP of e-Commerce. Prior to that, she was VP of beauty & personal care at CVS. Before CVS, Bernstein worked in the retail and consumer practice at McKinsey & Co.

At Bluemercury, Bernstein will oversee the growth and strategy of all aspects of the brand, from its digital platform to stores. She will report to Tony Spring, chairman and CEO of Bloomingdale’s, and will be based out of Bluemercury’s Bethesda, Md., headquarters.

“Maly’s ability to create connections with consumers through breakthrough platforms that integrate product, service and experience make her a great fit to lead this special and growing brand,” Spring said. “Maly is a champion for diversity in leadership, people development and data-based insight, and she will leverage the values of the brand to build community and experiences in its neighborhood locations.”

Bluemercury currently has more than 180 stores, including locations within Macy’s stores. In his statement, Spring thanked Bluemercury co-founder for her “vision and leadership.” 

Since joining Macy's in 2015, Beck grew the number of Bluemercury stores from 60 to more than 180, including locations within Macy’s stores. She also launched a loyalty program called Blue Rewards, which now has nearly 75% penetration, expanded m-61, the clean clinical skincare brand she created, and launched conscious beauty brand Lune+Aster.

“She has steered Bluemercury’s growth for more than 20 years and has been a valued partner to the Macy’s, Inc. team,” Spring said.