Retail giant Macy’s, Inc. recently announced a major executive move for its luxury cosmetics division. The company named luxury retail veteran Alexandre (Alex) Choueiri as the new Bluemercury CEO. Choueiri will officially assume his role on August 3, 2026. He will report directly to Olivier Bron, the Chief Executive Officer of Bloomingdale’s.
In this vital position, Choueiri will oversee the overall business direction of the luxury beauty retailer. He will also lead its growth strategy. Consequently, this move aims to solidify the market share of the brand.
Olivier Bron expressed immense confidence in the new appointment. He highlighted the brand’s solid foundation and praised the current team for their hard work over the past year.
“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,” said Bron. “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.”
An Elite Profile in Luxury Beauty
Choueiri brings a wealth of knowledge to the prestigious beauty brand. He possesses more than 25 years of global executive experience. His impressive career spans key markets across North America, Europe, and Asia.
Most recently, Choueiri worked as the Chief Executive Officer and President of the Americas region at Kering Beauté. During his successful tenure there, he expanded the presence of Creed in the luxury fragrance space. Furthermore, he successfully launched new fragrance lines for prestigious fashion brands, including Bottega Veneta and Balenciaga.
Prior to his time at Kering, Choueiri worked for over 20 years at L’Oréal. He held several prominent executive roles there. For instance, he served as the Global President of Ralph Lauren Fragrances. He also started his career as a strategy consultant at Bain & Company, working in France and Australia.
Now, as the newly appointed Bluemercury CEO, Choueiri will work closely with the current executive leadership team. Together, they will focus on elevating customer experiences. They also plan to capture new market opportunities.
“I am honored 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 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.”
Choueiri will continue to live in New York City with his family as he takes over this exciting role.
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Source: Businesswire
