Bluemercury has appointed Alex Choueiri as its new chief executive officer, tapping a seasoned beauty executive with experience in both luxury conglomerate strategy and specialty retail operations. Choueiri joins from Kering Beauté, where he served as CEO of the Americas division.
The appointment comes at a pivotal moment for the sixty-plus store chain, which Macy’s Inc. acquired in 2015 as part of a strategy to capture higher-end beauty spend. Bluemercury has since expanded its retail footprint and private-label offerings while competing against Sephora and Ulta Beauty for the prestige customer.
The appointment signals Macy’s commitment to Bluemercury as a standalone growth engine within its broader portfolio, distinct from the Macy’s namesake stores. Under previous leadership, the chain had leaned into exclusive brand partnerships and in-store spa services as differentiators.
Choueiri’s background spans both worlds. Before Kering Beauté, he spent more than a decade at L’Oréal, where he held leadership roles across the luxury products division. His experience managing heritage brands at scale aligns with Bluemercury’s focus on service-driven retail and curated brand assortments.
