Bluemercury Relaunched Its Lune+Aster Brand
The beauty retailer introduced a refreshed product line focused on simplifying daily makeup routines.
Updated on Oct. 13, 2026 in Retail
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Bluemercury has officially relaunched its proprietary makeup brand, Lune+Aster, under a new theme called Beauty, Uncomplicated. The effort includes an updated product assortment designed to offer customers intuitive, easy-to-use essentials.
Why it matters
The move aims to provide consumers with personal beauty products that function well as individual items or as part of a cohesive daily routine. It represents a strategic shift toward simplicity for the Macy's Inc.-owned retailer.
Bluemercury reported second quarter comparable sales of $76 million, representing a 6.2 percent increase. This growth occurred alongside the addition of multiple high-end beauty brands to the retailer's overall assortment.
The players
Alexandre Choueiri
He is the chief executive officer of Bluemercury who assumed the leadership role in July 2026.
Bluemercury
This is a beauty retailer owned by Macy's Inc. that offers a variety of cosmetic and skincare products.
Macy's Inc.
This parent company owns and operates the Bluemercury retail brand.
The details
The refreshed Lune+Aster collection features new items including Cream Multi-Sticks, Highlighting Multi-Sticks, eyeshadow quads, setting powder, and dual-ended brushes. These products are intended to streamline makeup application for the average consumer.
Timeline
Alexandre Choueiri began his tenure as chief executive officer in July 2026.
The new Lune+Aster product assortment was launched in October 2026.
Additional product innovations are scheduled for release throughout 2027.
Market Landscape
The move aligns with the retail industry trend toward simplified, multi-use beauty products, positioning the company to capture demand for more intuitive cosmetic routines. This strategy allows the firm to differentiate its proprietary offerings while competing against newly added high-end brands.
Customers can now shop the expanded and rebranded Lune+Aster collection, which is designed for easier daily use. These changes reflect the retailer's broader effort to simplify its product assortment for shoppers seeking versatile beauty essentials.
The takeaway
The brand relaunch highlights a focus on consumer-friendly, multi-purpose cosmetics that can be used alone or combined. Shoppers looking for streamlined beauty routines may find these updated products provide a more intuitive approach to daily makeup application.
What happens next
Bluemercury plans to release additional products across complexion, eye, and lip categories throughout 2027.
Further reading
For more information on market trends, visit the Retail section.
Source note: This article includes information reported by WWD.
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