Macy’s, Inc. has named Alexandre (Alex) Choueiri as Chief Executive Officer of Bluemercury, signaling a more aggressive, prestige focused growth phase for the luxury beauty retailer within Macy’s portfolio.
The appointment and reporting structure
Alexandre Choueiri will join Bluemercury on August 3, 2026, in the role of CEO, reporting directly to Olivier Bron, Chief Executive Officer of Bloomingdale’s. In this structure, Bluemercury sits alongside Bloomingdale’s under Macy’s, Inc., with Bron acting as the senior leader overseeing the premium and luxury focused banners.markets.
As CEO, Choueiri is tasked with leading Bluemercury’s overall business and growth strategy, building on its position as a leading luxury beauty retailer and accelerating momentum in key categories.
Macy’s and Bron’s rationale
In the announcement, Olivier Bron thanks Bluemercury teams for “driving consistent growth in dermatological skincare, color and fragrance,” noting that their progress has strengthened the brand’s role as a trusted destination for prestige beauty. Bron…
describes Choueiri as “a proven global leader with deep beauty expertise and a record of leading complex global organizations,” highlighting his ability to inspire teams, build culture and drive results as the reason he is “ideally suited” to lead Bluemercury’s next phase.
This appointment fits Macy’s broader strategy of leaning into higher-margin prestige categories and differentiated specialty concepts Bluemercury, Bloomingdale’s within its mix of banners. Alexandre Choueiri’s beauty track record Choueiri brings over 25 years in global luxury beauty across North America, Europe and Asia.markets.
Most recently, he served as CEO & President, Americas at Kering Beauté, leading the group’s largest region, strengthening Creed’s position in luxury fragrance, and helping launch new fragrance brands like Bottega Veneta and Balenciaga in the market.
Prior to Kering Beauté, he spent more than two decades at L’Oréal, including roles such as Global President of Ralph Lauren Fragrances, where he worked on building global luxury fragrance portfolios.markets…
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