Alex Choueiri Named CEO of Bluemercury

Macy’s Inc. has named Alex Choueiri chief executive officer of Bluemercury.

Choueiri will join the company on Aug. 3, reporting directly to Olivier Bron, CEO of Bloomingdale’s. In this role, Choueiri will lead Bluemercury’s overall business and growth strategy. His appointment comes amid a series of high-profile leadership changes across the cosmetics industry, including when Cody Plofker stepped down as CEO of Jones Road Beauty to pivot back to brand building.

Bron said: “Alex is a proven global leader with deep beauty expertise and a record of leading complex global organizations. 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.”

Choueiri served as CEO 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 scents for the Kering-owned fashion houses Bottega Veneta and Balenciaga.

Earlier this year, L’Oréal finalized its acquisition of Kering Beauté, including the House of Creed, and the signing of 50-year exclusive licenses for the creation, development and distribution of fragrance and beauty products under the Bottega Veneta and Balenciaga brands. Most recently, L’Oréal revealed it would obtain the Gucci Beauty license from Coty one year early.

Prior to Kering Beauté, Choueiri spent more than two decades at L’Oréal in a series of leadership roles, including global president of Ralph Lauren Fragrances.

“I am honored to join Bluemercury at such an exciting time in its evolution,” Choueiri said. “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.”

According to Macy’s first-quarter results, Bluemercury’s comparable sales increased 6.4 percent. The retailer's strong performance reflects a highly competitive prestige beauty landscape where traditional department stores are defending their market share, even as unexpected players emerge—such as how Costco is quietly becoming a major beauty destination for high-end brands.

During an earnings call, Macy’s CEO Tony Spring said: “The Bluemercury customer closely aligns with the Bloomingdale’s shopper. She appreciates Bluemercury’s intimate, relaxing and customer service-oriented environment and knowledgeable colleagues. During the quarter, results were driven by makeup, dermatological skin care and fragrances, including Byredo and Parfums de Marly, as well as Dr. Diamond’s Metacine and Skinceuticals. New and remodeled stores remained outperformers.”