NEW YORK — Former CVS Health executive Maly Bernstein has been named named  chief executive officer of Bluemercury, a Macy’s Inc. retail brand, effective September 13.

Maly Bernstein

 

She will oversee the growth and strategy of all aspects of Bluemercury, from its digital platform to stores. She will report to Tony Spring, chairman and CEO of Bloomingdale’s, and will be based out of Bluemercury’s Bethesda, Md. headquarters.

“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 was most recently vice president of e-commerce at CVS. Before that, she was the company’s vice president of beauty and personal care with a multibillion-dollar portfolio that included cosmetics, skin care, hair care and personal care. In this role she led a diverse team of category managers, beauty experience and service program managers, beauty consultants and licensed cosmetologists. Prior to CVS, Bernstein worked in the retail and consumer practice at McKinsey & Co.

Bernstein succeeds Bluemercury cofounder Marla Beck, who recently transitioned from the CEO role to pursue other opportunities. After joining Macy’s in 2015, Beck grew 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, which now has nearly 75% penetration, and expanded m-61, the clean clinical skin care brand she created, and launched conscious beauty brand Lune+Aster.

“I want to thank Marla for her vision and leadership. She has steered Bluemercury’s growth for more than 20 years and has been a valued partner to the Macy’s Inc. team,” Spring said.