CVS Health’s Bernstein takes the reins at Bluemercury

Maly Bernstein has been named CEO of Bluemercury, moving into the role from her position as CVS Health's vice president of e-commerce.
David Salazar
Managing Editor
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Macy’s has tapped a longtime CVS Health beauty executive to lead its beauty retail chain. Maly Bernstein has been named CEO of Bluemercury, tasked with overseeing the chain’s growth and strategy, as well as its digital platform and stores, reporting to Bloomingdales chairman and CEO Tony Spring. 

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Maly Bernstein

“I am excited to welcome Maly to the Macy’s 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,” Spring said. “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 joins Bluemercury from her role as CVS Health’s vice president of e-commerce — a position she attained after coming up through the company’s beauty business. Prior to her most recent role, Bernstein was vice president of beauty and personal care, overseeing CVS Pharmacy’s cosmetics, skin care, hair care and personal care businesses with oversight of its category managers, beauty experience and service program managers, beauty consultants and licensed cosmetologists. Prior to joining CVS Health, Bernstein worked in McKinsey’s retail and consumer practice. 

Bernstein takes over for Marla Beck, Bluemercury’s co-founder, who recently left the company to pursue other opportunities, according to Macy’s. She had been with Macy’s since 2015, during which time she tripled the number of Bluemercury locations inside of Macy’s stores and launched the Blue Rewards loyalty program. She also grew the retailer’s m-61 clean clinical skin care brand and created the conscious beauty brand Lune+Aster. 

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