Macy’s has appointed Alexandre “Alex” Choueiri as chief executive officer of Bluemercury, effective August 3, 2026.
Choueiri will lead Bluemercury’s business operations and growth strategy as the luxury beauty retailer works to strengthen its position in prestige skincare, cosmetics and fragrance.
He will report directly to Olivier Bron, CEO of Bloomingdale’s, and will remain based in New York City.
Choueiri brings more than 25 years of experience in the global luxury beauty industry, with leadership responsibilities spanning North America, Europe and Asia.
He most recently served as CEO and president of the Americas at Kering Beauté, where he led the company’s largest geographic region.
During his time at Kering Beauté, Choueiri helped strengthen Creed’s position in the luxury fragrance market and supported the introduction of new fragrance brands associated with Bottega Veneta and Balenciaga.
Before joining Kering Beauté, he spent more than two decades at L’Oréal in a series of senior leadership positions.
His roles at L’Oréal included serving as global president of Ralph Lauren Fragrances, giving him experience managing an international beauty brand across product development, marketing, distribution and regional markets.
Earlier in his career, Choueiri worked as a strategy consultant with Bain & Company in France and Australia.
His appointment comes as Bluemercury continues to build momentum across dermatological skincare, color cosmetics and fragrance.
Macy’s said the retailer’s progress in those categories over the past year has reinforced its reputation as a trusted destination for prestige beauty products and personalized service.
Founded in 1999, Bluemercury operates luxury beauty stores in sought-after neighborhoods across the United States and offers a curated selection of premium products across multiple categories.
The company differentiates itself through expert-led consultations and a highly personalized service model designed to help customers identify products suited to their individual needs.
As CEO, Choueiri will work closely with Bluemercury’s leadership team to expand the brand’s authority in prestige beauty, accelerate growth and improve the customer experience.
His experience leading large beauty organizations is expected to support Bluemercury as it evaluates opportunities across its stores, digital channels, product assortment and customer engagement strategy.
The appointment also gives Bluemercury a leader with experience scaling established luxury brands while launching new offerings in competitive international markets.
Choueiri will be responsible for building on the retailer’s existing customer loyalty and identifying new ways to expand its reach without losing the personalized service that has defined its brand.
Bluemercury is one of the three principal nameplates operated by Macy’s, alongside Macy’s and Bloomingdale’s.
The broader company combines a nationwide store presence with digital commerce capabilities intended to provide customers with a consistent shopping experience across physical and online channels.
Choueiri’s appointment positions Bluemercury to pursue its next stage of growth under a leader with extensive expertise in luxury fragrance, beauty brand development and international operations.
KEY QUOTES:
“As we welcome Alex to Macy’s, Inc. I want to thank our Bluemercury colleagues for their strong focus and execution over the past year. Their progress against our strategy, including driving consistent growth in dermatological skincare, color and fragrance has strengthened Bluemercury’s position as a trusted destination for prestige beauty. 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.”
Olivier Bron, CEO of Bloomingdale’s
“I am honored to join Bluemercury at such an exciting time in its evolution. 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.”
Alexandre Choueiri, Incoming CEO of Bluemercury
