Bluemercury Appoints New CEO

Alexandre Choueiri has been appointed as chief executive of Bluemercury, parent company Macy’s announced Tuesday. His first day will be August 3.

Choueiri joins Bluemercury from Kering Beauté Americas, where he has served as CEO and president since October 2023. At Kering, Choueiri oversaw Creed’s fragrance line along with Balenciaga and Bottega Veneta. Prior to this, he spent over 22 years at L’Oréal, including a four year tenure as the global president of Ralph Lauren fragrances. He succeeds Maly Bernstein, who departed Bluemercury after four years in September 2025 before joining Bath & Body Works.

Founded in 1999, Bluemercury is a beauty retailer and spa chain specialising in luxury brands, stocking the likes of Augustinus Bader and La Mer. Against a larger downturn in US department stores, Bluemercury has seen 20 quarters of comparable store sales growth, largely by catering to an older cohort of shoppers. In February 2015, the brand was purchased by Macy’s for $210 million.

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