Bluemercury

Bluemercury, a U.S. luxury beauty store, was started in 1999 by husband and wife team Marla Beck and Barry Beck. The company established a reputation for its speciality retail strategy, which brings together curated beauty products and personalised advice from trained beauty experts.

Bluemercury offers a wide range of skin care, cosmetics, hair care, fragrance, bath and body products, and beauty accessories. It’s a collection of established luxury and prestige brands, including Augustinus Bader, Diptyque Paris, Sisley Paris, La Prairie, Charlotte Tilbury, Oribe and Virtue. The retailer also launches its own M-61 skincare brand, including products like PowerGlow Peel and Hydraboosts.

A key component of Bluemercury’s retail strategy is services. Beauty experts provide skincare consultations, mini makeovers, mini treatments, routine building help, shade matching for makeup and custom product samples for customers. The selected spots also have spa service and in-store events, allowing customers to enjoy beauty consultations and demonstrations as well as product shopping.

Besides its online store, Bluemercury has a chain of speciality shops throughout the U.S. It has a store locator that includes locations in California, New York, Florida, Illinois, Massachusetts, New Jersey, Texas, Virginia, Washington, and Wisconsin, in addition to Washington, D.C. There are many stores that are independent Bluemercury stores and others that are located within Macy’s stores.

The company also runs its free loyalty programme, called BlueRewards. Members are entitled to a number of benefits: free standard shipping, members-only benefits, reservation access, invitations to events and gifting benefits. The curated elite beauty offerings, expert guidance, in-store services, and online sales capabilities have helped Bluemercury become a familiar speciality retailer in the U.S. beauty industry.