Alex Choueiri has been appointed CEO of US luxury beauty retailer Bluemercury.
Choueiri will join the Macy’s-owned company on 3 August from Kering Beauté, where he was CEO and President for the Americas, to lead the business and its growth strategy.
“Alex is a proven global leader with deep beauty expertise and a record of leading complex global organisations,” said Olivier Bron, CEO of Bloomingdale’s, the US department store also owned by Macy’s.
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“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, who will report to Bron, has also held leadership roles at L’Oréal, including Global President of Ralph Lauren Fragrances and was a strategy consultant with Bain & Company in France and Australia.
“I am honoured 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 personalised 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.”
Choueri succeeds Maly Bernstein, who was CEO from 2021 until September 2025.
Macy’s acquired Bluemercury in 2015 and its founders, Barry and Maria Beck, departed the business in 2019.
The retailer last year launched its biggest marketing initiative to date, with a campaign targeting ‘overlooked’ Gen X featuring Belinda Carlisle.
