The former Kering Beauté executive joins the prestige beauty retailer as it seeks to continue building on sustained growth in skincare, fragrance, and personalized retail.
Alex Choueiri will join Bluemercury as the chief executive officer beginning August 3rd, positioning a luxury beauty veteran to lead the company through its next phase of growth. In this role, Choueiri will be responsible for leading the brand’s business and growth strategy, while reporting directly to Bloomingdale’s CEO, Olivier Bron.
Choueiri brings over 25 years of experience to Bluemercury, with his most recent position at Kering Beauté Americas as CEO and President. There, he expanded the company’s luxury fragrance portfolio with the addition of Bottega Veneta and Balenciaga fragrances; he also supported the growth of Creed after Kering acquired it during 2023. Before joining Kering Beauté, he spent over two decades serving L’Oréal as the Global President of Ralph Lauren Fragrances, where he gained experience in both heritage beauty labels and emerging luxury brands.
The leadership change arrives as Bluemercury is continually outperforming the majority of brands that reside in the department store sector. The retailer maintains a unique store model––one that has a neighborhood-style approach centered around personalized beauty services. Macy’s Inc. has highlighted the brand as one of its top-performing businesses, with its sales continuing to outpace other companies under the organization.
By appointing a luxury beauty executive with experience across both global brands and emerging businesses, Bluemercury is signaling that its next phase will prioritize disciplined growth over rapid expansion. As competition intensifies across prestige beauty retail, leadership expertise may become as important a differentiator as product assortment.