Bluemercury's proprietary makeup brand Lune+Aster launches its first major refresh in October, led by two multi-sticks and backed by a new CEO with Kering Beauté credentials. Comparable sales at the Macy's-owned retailer rose 6.2 percent to $76 million in the second quarter, according to Macy's results, giving the chain a running start as it repositions its house brand.

Alexandre Choueiri, named Bluemercury chief executive officer in July, is steering the relaunch. He reports to Olivier Bron, CEO of Bloomingdale's. Before joining the specialty retailer, Choueiri served as CEO and president, Americas, at Kering Beauté, where he led the company's largest region, strengthened Creed's position in luxury fragrance and helped launch scents for Bottega Veneta and Balenciaga.

What does the October launch include?

The assortment opens with the Cream Multi-Stick and the Highlighting Multi-Stick, built around what the brand calls its "Beauty, Uncomplicated" positioning — easy-to-use essentials that work individually or together in a streamlined routine.

The lineup:

• Cream Multi-Stick — applies across cheeks, lips and eyes, with buildable color, a dewy finish and a creamy, weightless formula designed for mistake-proof application
• Highlighting Multi-Stick — a multitasking highlighter in the same portable format
• Eyeshadow Quads
• Setting Powder
• Dual-Ended Brushes

The October introduction starts a broader evolution rather than a single drop. Bluemercy plans additional innovation across complexion, eye and lip categories through 2027.

Who is defining the brand's direction?

Kristina Cappuccitti, director of product innovation and development at Bluemercury, framed the relaunch as a rethink of what modern luxury means for the retailer's clients.

"Our clients want beauty to feel special, but they also want it to feel intuitive, personal and easy to incorporate into their lives," Cappuccitti said. "Lune+Aster brings that philosophy to life by combining ease with choice — giving clients high-performing, versatile products and the freedom to make beauty their own. It's a reflection of how we're thinking about modern luxury at Bluemercury: deeply personal, thoughtfully curated and designed around the individual client."

How is the broader assortment changing?

Alongside the house-brand refresh, Bluemercury is expanding its third-party brand roster. New names include Sisley Paris, La Prairie, Lyma, The Skincare Tools, EltaMD and Nécessaire — a mix spanning French luxury skin care, devices, dermatologist-grade formulas and minimalist essentials.

The merchandising push sits on top of momentum from the quarter. Macy's Inc. chairman and CEO Tony Spring attributed the 6.2 percent comparable-sales gain to in-store activation and category breadth.

"Results were driven by our in-store marketing campaign, Summer Party, which drove strong customer engagement," Spring said during the earnings call. "From a product perspective, growth was led by dermatological skin care, makeup, and fragrances, including brands such as SkinCeuticals, Victoria Beckham Beauty, La Mer, and Jo Malone. Both new and remodeled stores continued to perform well."

Spring added that the final pillar of the company's strategy is "simplifying and modernizing end-to-end operations, which was recently expanded to incorporate optimizing and scaling enterprise-wide organizational excellence."

For a chain where makeup already ranks among the growth leaders, the Lune+Aster rebuild through 2027 tests whether proprietary product can carry the same weight as the prestige brands — SkinCeuticals, La Mer, Jo Malone — now driving Bluemercury's results.