Bluemercury
| Company type | Subsidiary |
|---|---|
| Industry | Beauty retail |
| Founded | 1999 |
| Founder | Marla Malcolm Beck, Barry J. Beck |
| Headquarters | Georgetown, Washington, D.C. , United States |
Area served | United States |
Key people | Marla Malcolm Beck (CEO), Barry J. Beck (COO), Maly Bernstein (CEO as of 2021) |
| Products | Cosmetics, spa treatments, facial services, skincare line M-61, Lune+Aster makeup collection |
| Owner | Macy's, Inc. |
Bluemercury is a U.S.-based beauty retail company founded in 1999 by entrepreneurs Marla Malcolm Beck and Barry J. Beck in Georgetown, Washington, D.C.. The enterprise focuses on cosmetics, spa treatments, and facial services offered in-store. In addition to retailing third-party beauty brands, Bluemercury expanded its product offerings by introducing its own skincare line, M-61, in 2012, followed by the launch of the Lune+Aster makeup collection in 2015, broadening its market presence.
The brand was acquired by Macy's, Inc. in 2015. Macy's incorporated Bluemercury boutiques within its department stores while also increasing the number of standalone outlets, thereby enhancing the brand’s reach and fostering business expansion.
History
Established in 1999 as an online luxury cosmetics retailer by co-founders Marla Malcolm Beck (who assumed the role of CEO) and Barry J. Beck (COO), Bluemercury initially faced challenges as luxury brands were reluctant to sell products online, and customers preferred to test cosmetics before purchasing.
To overcome these obstacles, the founders purchased two underperforming beauty shops located in Georgetown and Dupont Circle, transforming them into Bluemercury stores that combined product sales with tailored consultations and sample offerings, cultivating a local retail environment.
By 2006, Bluemercury had grown to $17 million in annual revenue from 12 store locations. That same year, the founders sold a portion of the company to private equity firm Invus Group to accelerate growth.
In February 2015, Macy's completed its acquisition of Bluemercury, further establishing its presence in the beauty retail sector. In July 2021, Maly Bernstein was appointed CEO effective September, continuing strategic leadership within Macy’s organizational framework.
Macy's acquisition
In 2015, the Becks sold Bluemercury to Macy's, Inc. for $210 million but continued in their executive roles as CEO and COO. Macy's integrated Bluemercury as "shop-in-shop" concepts inside select department stores, debuting locations in California and Houston during 2016. By October 2022, Bluemercury shop-in-shops were present in 20 Macy’s stores, bolstering Macy’s footprint in beauty retail and expanding its market share.
Retail stores
Bluemercury operates compact, drugstore-style outlets situated near residential neighborhoods and commercial districts. Each location features spa services alongside premium beauty product offerings. The merchandise lineup includes luxury brands such as SkinCeuticals, Nars, Bobbi Brown, and Laura Mercier, contributing to the company’s strength in upscale skincare and cosmetics.
In 2016, Bluemercury celebrated the opening of its 100th store in Savannah, Georgia—its first larger-format location spanning 2,400 square feet. The following year marked the launch of a 2,700-square-foot flagship store in Manhattan (the company’s 145th store), reflecting ongoing growth and a strategic move toward flagship retail formats.
Products
Bluemercury created its own cosmetics development facility named M-61 Laboratories in 2006. The Lune+Aster brand was introduced in 2015. Their product lines are formulated without cruelty testing and exclude parabens and phthalates; many items are vitamin-enriched as well as vegan and gluten-free.