Alex Choueiri was named CEO of Bluemercury, the Macy’s-owned beauty chain, per WWD. He succeeds Marla Beck, who co-founded the chain in 1999 and led it through its 2015 acquisition by Macy’s.
Key facts
- Alex Choueiri named CEO of Bluemercury per WWD.
- He succeeds co-founder Marla Beck, who led since 1999.
- Bluemercury operates about 160 stores.
- Macy’s acquired the chain in 2015.
- Choueiri was previously president of Bluemercury.
Alex Choueiri was named CEO of Bluemercury, the Macy’s-owned beauty chain, per WWD. He succeeds Marla Beck, who co-founded the chain in 1999 and led it through its 2015 acquisition by Macy’s.
Choueiri previously served as president of Bluemercury, overseeing operations and growth. The appointment comes as Macy’s continues shuffling leadership across its portfolio — the retailer recently named a new CEO for Bloomingdale’s and reorganized its digital team.
Bluemercury operates about 160 locations, competing directly with Sephora and Ulta Beauty in the prestige beauty segment. Macy’s has not disclosed financial targets for the chain under Choueiri, but the move signals a focus on expanding the brand’s footprint and e-commerce capabilities.
[According to WWD], the change is effective immediately. Beck will remain as an advisor during the transition.
Key Takeaways
- Alex Choueiri named CEO of Bluemercury, succeeding co-founder Marla Beck.
- The Macy’s-owned chain has ~160 stores.
What to watch
Watch for Bluemercury’s store count and same-store sales in Macy’s next quarterly filing, due May 2026. Any expansion beyond the 160-store footprint or a new e-commerce push would signal Choueiri’s strategy. Also watch for further Macy’s portfolio leadership changes.
