Olivier Bron
Courtesy of Macy’s Inc./Aron Roth
Bluemercury’s chief executive officer is departing the retailer.
Maly Bernstein, who first assumed the top role in 2021, is leaving. Her last day will be Sept. 26.
Bernstein’s next move could not be learned, and a successor is yet to be named.
Bernstein masterminded the specialty beauty retailer’s growth strategy, including a range of store openings, upgrades and remodels to existing doors, a focus on efficacious products as well as discovery via its program The Cache.
“We’re going to do 30 new stores and 30 remodels at least over the next three years,” Bernstein told WWD in 2024. “We’re creating a self care escape in the most coveted neighborhoods and we’re carefully curating beauty rooted in efficacy, craftsmanship, service and education. With our strategy, we’re planning to be the leading luxury beauty retailer.”
In that vein, the brand matrix has been expanded beyond its footholds in skin care and makeup with a greater focus on fragrance, including brands like Vyrao and House of Bō. On the wellness front, that entails supplements from Biocol Labs and Act + Acre.
According to financial results from parent company Macy’s Inc.’s second quarter, Bluemercury is showing buoyancy despite weakening consumer sentiment, particularly toward luxury beauty. Net sales were up 3 percent for the time period, while comparable sales were up 1.2 percent. Dermatological skin care, in tandem with launches of Byredo, Victoria Beckham Beauty and Charlotte Tilbury, drove that growth.
“Under Maly’s leadership, and in partnership with her team, she laid the groundwork for Bluemercury’s next chapter in advancing the New Blue strategy — which includes revitalizing the brand, curating assortments to broaden our customer base and strengthening our presence in key markets,” said Olivier Bron, chief executive officer of Bloomingdale’s — to whom Bernstein reported — via email.
Bron said that Bluemercury saw 18 consecutive quarters of comparable sales growth, and he didn’t have plans to immediately make any changes to that strategy. “Bluemercury customers are responding well to our aspirational-to-luxury positioning. They appreciate our curated assortments and elevated customer service orientation,” he said. “I will be working closely with the Bluemercury leadership team to ensure our strategy and priorities remain on track and build on our momentum to drive the business forward.”
At the 2025 WWD Beauty CEO Summit in May, Bernstein noted the retailer’s targeting of luxury consumers, which are composed of varied demographics and a household median income of $250,000. To that end, Bluemercury is focusing on personalized service and has refreshed the brand’s visual identity.