Macy’s has named Alexandre Choueiri as CEO of its luxury beauty brand Bluemercury, effective August 3.

Joining the company from Kering Beauté, with over 25 years of experience in global luxury beauty, Choueiri previously assumed the role of brand CEO and president. 

During his tenure, he oversaw the company’s operations in the US, including supporting the expansion of Creed luxury fragrance and the launch of fragrance brands such as Bottega Veneta and Balenciaga.

Before that, Choueiri held several leadership positions at L’Oréal more than two decades ago, including global president of Ralph Lauren Fragrances.

As Bluemercury’s CEO, Choueiri will lead the brand’s operations, drive its strategy, and improve the customer experience.

In his new role, he will work closely with the brand’s executive team and report directly to Olivier Bron, CEO of Bloomingdale’s.

“Alex is a proven global leader with deep beauty expertise and a record of leading complex global organizations,” said Bron. “He knows how to inspire teams, build culture and drive results, and I am confident he is ideally suited to build on Bluemercury’s momentum and lead its next phase of growth.”

In March, the parent company reported lower overall sales for the fourth quarter as Bloomingdale’s and Bluemercury’s growth was more than offset by the decline of the Macy’s banner.