Quick Facts
- Bluemercury achieved 18 consecutive quarters of comparable sales growth under former CEO Maly Bernstein before her September 2025 departure
- The retailer opened 17 new stores and completed 8 remodels in 2024 as part of a plan to open 30 new locations and remodel 30 existing stores
- Foot traffic increased 13% in January and more than 8% in February and March 2025, according to Placer.ai data
Bluemercury is doubling down on personalized service and suburban locations to compete in an increasingly crowded beauty retail market. The Macy’s-owned chain reported 18 consecutive quarters of comparable sales growth before CEO Maly Bernstein departed in September 2025.
The retailer operates 159 freestanding locations and 19 inside Macy’s department stores, targeting customers with a median household income of $250,000. This compares to Sephora’s 565 freestanding doors and Ulta’s 1,374 locations across the United States.
Bluemercury’s stores average under 2,000 square feet versus Ulta’s 10,000 square feet. The smaller format focuses on affluent suburban neighborhoods rather than malls. “For us what works best is when we are in suburban neighborhoods,” Bernstein said.
The company launched “The New Blue” rebrand for its 25th anniversary, updating eight locations with new spa rooms, expanded service bars, and broader product curation. The redesigned stores feature a center bar designed to mimic a chef’s table for consultations and tutorials.
Bluemercury targets customers between ages 35 and 55 with college degrees and median incomes just over $120,000. “In a world where tech continues to grow, we’re prioritizing the human,” Bernstein said. “We take beauty personally.”
The retailer added cult brands like Byredo and Charlotte Tilbury while betting on clinical skincare lines including Dr. Whitney Bowe Beauty and The Beauty Sandwich. This curation strategy differentiates Bluemercury from mass beauty retailers.
Competition remains fierce. Sephora opened 166 new locations in 2024, Ulta opened 165, and Bath & Body Works opened 89. However, Placer.ai data shows Bluemercury’s foot traffic growing consistently through early 2025.
Olivier Bron, CEO of Bloomingdale’s, now oversees Bluemercury operations. The chain plans continued expansion in high-income markets as luxury beauty demand remains strong despite broader retail challenges.
