Macy’s names Maly Bernstein CEO of Bluemercury

By

Jennifer Braun

Published
Jul 23, 2021

Macy’s Inc named on Wednesday Maly Bernstein as chief executive officer of its beauty and spa chain, Bluemercury. 

In this role, effective September 13, Bernstein will oversee the growth and strategy of all aspects of the Bluemercury brand including both digital and retail operations. 

She joins the company from CVS Health where she was most recently vice president of e-commerce. Prior to that, she was vice president of beauty and personal care, where she led a diverse team of category managers, beauty experience & service program managers, beauty consultants and licensed cosmetologists. Prior to CVS, Bernstein worked in the retail and consumer practice at McKinsey & Co.

She will be based out of Bluemercury’s Bethesda, MD, headquarters, and will report to Tony Spring, chairman and chief executive officer of Bloomingdale’s. 

“I am excited to welcome Maly to the Macy’s, Inc. team. She has deep expertise in beauty, and we are confident that she is the right person to continue Bluemercury’s growth in the specialty space,” said Spring. 

“Maly’s ability to create connections with consumers through breakthrough platforms that integrate product, service and experience make her a great fit to lead this special and growing brand. Maly is a champion for diversity in leadership, people development and data-based insight, and she will leverage the values of the brand to build community and experiences in its neighborhood locations.”

Bernstein will replace Bluemercury co-founder Marla Beck, who recently transitioned from the CEO role to pursue other opportunities. Beck joined Macy’s in 2015 and is credited for growing the number of Bluemercury stores from 60 to more than 180, including locations within Macy’s stores. She also launched a loyalty program called Blue Rewards, expanded m-61, the clean clinical skincare brand she created, and launched conscious beauty brand Lune+Aster.

Bluemercury was purchased by Macy’s in 2015 for $210 million, becoming Macy’s sole beauty brand in its portfolio of stores.