Dive Brief:

• With the departure of Bluemercury co-founder Marla Beck, Macy's has named a new CEO to lead the beauty business. Maly Bernstein will take over as CEO effective Sept. 13, according to a company press release.

• Bernstein will oversee the growth and strategy of Bluemercury, including digital and stores. She will report to the CEO of Bloomingdale's, Tony Spring.

• Bernstein joins Bluemercury from CVS Health, where she was vice president of e-commerce. She also served as vice president of beauty and personal care at CVS, and prior to that, worked in McKinsey & Co's retail and consumer practice.

Dive Insight:

After some back and forth about when Beck would leave the beauty retailer, her official departure this summer was announced in March.

Having co-founded the business, Beck has been involved with Bluemercury since 1999, and with Macy's since the department store acquired the business in 2015. Macy's bought the beauty business for $210 million when it had 60 total stores. Now, the retailer has more than 180 locations, including stores within Macy's.

Under her leadership, Bluemercury also launched a loyalty program, Blue Rewards, and launched private label brands m-61 and 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."

Beck's replacement, Bernstein, comes with experience in key areas, including e-commerce and beauty. In her role as vice president of beauty and personal care at CVS, she oversaw a "multi-billion-dollar portfolio" of brands across cosmetics, skincare, hair care and personal care. That included leading the entire team, from category managers to beauty consultants. She also shares one piece of work experience with Beck: Both worked at McKinsey & Co. prior to their most recent roles.

From Macy's perspective, Spring highlighted several different skills that Bernstein brings to the table, including not just expertise in relevant areas but also a dedication to diversity and a strong relationship with customers.

"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."