18 May Luxury Beauty Retailer Selects Dallas as First Texas Location
Bluemercury, the largest and fastest-growing makeup, skincare, and spa in the country, announces the opening of its first Texas location. Bluemercury Dallas will celebrate its grand opening on May 30 in Highland Park Village and will be the 65th store for the brand.
“With a culture built on welcoming, and knowledgeable service, Bluemercury has become a one-stop, beauty haven in neighborhoods around the country—the place where you can pop in, say hello and pick up your favorite cleanser or mascara,“ said Marla Malcolm Beck, CEO and Co-founder of Bluemercury. “Dallas has been a dream destination of ours for many years and I am delighted to finally bring Bluemercury to beauty junkies here in Texas.”
Bluemercury was founded in 199 by CEO Marla Malcolm Beck, who, as a graduate student, couldn’t find a better way to buy cosmetics than one-product makeup counters in department stores or mass drugstore chains so she created the solution. “I wanted a place where I could feel comfortable, where the staff could tell me about everything in the store, not just one line of makeup,” said Ms. Beck.
At Bluemercury, legendary brands like Laura Mercier, Nars and ReVive rub shoulders in a quaint, inviting setting with cult beauty favorites like Oribe, Smith & Cult and Creed, all handpicked by Beck herself. A sanctuary for the beauty obsessed, Bluemercury combines 90+ brands of personal care products with personalized, expert advice for the ultimate customer experience.
In addition, Bluemercury also features their proprietary skincare line, M-61, the performance-based line of products created by Beck in 2012 in response to clients’ requests for highly-effective products that eliminated ingredients such as parabens, sulfates and artificial fragrances and dyes. The line is the world’s first highly technical, natural cosmeceutical brand.
“For our team, it’s about utilizing the latest technological achievements and combining this knowledge with a level of customer service that is rarely seen in this day and age,” says Beck.
For Bluemercury customers, perks and service reign supreme. From generous samples that accompany each purchase, to their famed invite-only holiday customer events, to their beauty experts who are trained across all lines, to the client product tracker that allows Bluemercury experts—or potential gift buyers—to pull up a client’s favorites with the click of a button, Bluemercury rewards its loyalists like no other.
“We’re bringing back the old school approach, where we know your name and give you the advice, time and attentiveness that you deserve. Great products and impeccable service are how we’ve built such a loyal following across the country.”
The first Bluemercury location opened in the Georgetown section of Washington, D.C., in 1999 and since then Beck has grown the company into a nationwide brand that carries 90+ luxury cosmetic brands, while offering friendly, honest advice without the hard sell. Earlier this year, Bluemercury was acquired by Macy’s for $210 million.