Bluemercury
 | |
.jpg/250px-Bluemercury_Storefront_(48089755768).jpg) Storefront in Manhattan (2019) | |
| Company type | Subsidiary |
|---|---|
| Industry | Cosmetics |
| Founded | 1999, in Washington, D.C. |
| Founders | Barry J. Beck and Marla Malcolm Beck |
| Headquarters | , United States |
Number of locations | 158[1] (Q3 2022) |
Key people | Maly Bernstein (CEO) |
| Brands | M-61, Lune+Aster |
| Parent | Macy's, Inc. |
| Website | Official website |
Bluemercury is an American luxury beauty retailer founded in 1999 in Georgetown, Washington, D.C. The company offers a curated assortment of skincare, hair care, cosmetics, and fragrance brands, with a focus on personalized in-store client services.
In addition to carrying other brands, Bluemercury has its own proprietary skincare and color cosmetic brands, M-61 (launched in 2012) and Lune+Aster (launched in 2015).
Bluemercury operates retail locations across the United States and is a subsidiary of Macy's, Inc., which acquired the company in 2015. Its headquarters are located in Long Island City, New York.
History
[edit]Bluemercury was founded in 1999 as an online retailer of luxury cosmetics by Marla Malcom (later Marla Malcolm Beck) and Barry J. Beck, who became CEO and COO, respectively.[2][3][4][5] Early on, the company faced challenges as luxury brands hesitate to sell online, and consumers were unaccustomed to purchasing cosmetics without trying them first.[6]
The couple acquired two struggling independent beauty boutiques in Georgetown and Dupont Circle called EFX, which they used to fulfill online orders. They rebranded the stores as "Bluemercury," converting them into their emerging concept -- neighborhood locations offering beauty products, personalized advice and samples.[7]
By 2006, Bluemercury had grown to 12 stores and generated $17 million in annual revenue.[8] In June of that year, the Becks sold a stake in the company to the private-equity firm Invus Group.[8][9] That same year, Bluemercury establishes its own skincare brand, M-61. In 2015, the company launched Lune+Aster, a color cosmetics brand.
In 2015, Bluemercury was sold to Macy's, Inc. for $210 million, while the Becks retained their roles as CEO and COO.[7][8]
Macy's acquisition
[edit]After the 2015 acquisition, Macy's, Inc. added Bluemercury stores inside several Macy's department stores; the first three in California and one in Houston were launched in 2016.[10] As of 2025, Bluemercury has pivoted away from shop in shop locations inside of Macy's department stores, instead prioritizing the core of it's business -- freestanding neighborhood locations.
Retail stores
[edit]Bluemercury stores are found in affluent neighborhoods across the United States and emphasize personalized client service. The stores carry an assortment of brands including Chantecaille, Diptyque, Oribe, Parfums De Marly, Sisley Paris, and SkinCeuticals among others.[4][11][12]
In 2016, Bluemercury opened its 100th store, in Savannah, Georgia. At 2,400 square feet, it was their first entry into a larger retail format.[13] In 2017, the company opened a 2,700 square-foot store in Manhattan, its 145th store.[14] In November 2023, Bluemercury launch its first Store of the Future in its New Blue format in New Canaan, Connecticut.[15]
References
[edit]- ^ "Store Count and Square Footage". Macy's, Inc. Archived from the original on 2019-03-23. Retrieved 2022-11-19.
- ^ Decker, Vivienne. "Marla Malcolm Beck Sold Bluemercury To Macy's For $210 Million, Now She's Betting On Vegan Cosmetics". Forbes. Retrieved 8 March 2016.
- ^ Zumbach, Lauren. "Bluemercury founder taking neighborhood approach to luxury beauty, spa service sales". ChicagoTribune.com. Chicago Tribune. Retrieved 19 May 2017.
- ^ a b Lieber, Chavie (30 March 2015). "How Marla Malcolm Beck Went from One Bluemercury Location to a $210 Million Macy's Deal". Racked.com. Racked. Retrieved 30 March 2015.
- ^ Dunn, Laura Emily (26 April 2017). "Women in Business Q&A: Marla Beck, CEO, Bluemercury". Huffingtonpost.com. Huffington Post. Retrieved 26 April 2017.
- ^ Wahba, Phil. "How Macy's Is Turning Beauty Store Bluemercury Into Its Secret Weapon". Fortune.com. Fortune. Retrieved 4 October 2017.
- ^ a b Bhattarai, Abha. "With Macy's acquisition, Georgetown beauty company becomes a beast". The Washington Post. Retrieved 8 March 2015.
- ^ a b c Weisul, Kimberly. "How to Sell Your Business--and Keep It Too". Inc.com. Inc Magazine. Retrieved 21 March 2017.
- ^ Fernandez, Chantal (February 4, 2015). "Macy's Buys Sephora Competitor Bluemercury". Fashionista.com. Fashionista. Retrieved 4 February 2015.
- ^ Shatzman, Celia. "Bluemercury Founder Barry Beck On His New Flagship, Makeup For Men & Their AI Mirror". Forbes. Retrieved 31 July 2017.
- ^ Wu, Sarah. "5 Tips On Business And Beauty From Bluemercury CEO Marla Malcolm Beck". Forbes. Retrieved 30 June 2014.
- ^ Volpe, Lynden (13 March 2013). "An Inside Look at Bluemercury with Marla Malcolm Beck". Vanityfair.com. Vanity Fair. Retrieved 13 March 2013.
- ^ "Bluemercury opens its 100th store on Broughton St". Wtoc.com. WTOC. Retrieved 21 July 2016.
- ^ Strugatz, Rachel (20 July 2017). "Digital Download: Bluemercury Opens Flagship in New York, Unveils Digital Hub". Wwd.com. WWD. Retrieved 20 July 2017.
- ^ Hopkins, Kathryn (2023-10-16). "Bluemercury Unveils New Store Format in Connecticut". WWD. Retrieved 2026-04-08.
