“WE SELL ONE every eight seconds,” says Bluemercury founder and Chief Operating Officer Barry Beck of the brand’s M-61 Power Glow peel, which he created as a house-label product to meet his customers’ growing demands. “This is our No. 1 selling product at the entire company.”
If it seems like the beautifully curated boutiques are popping up everywhere from Sunset Plaza to Southampton, N.Y., you’re right. Today, Bluemercury boasts more than 150 stores (including new stores on Melrose Avenue, in Studio City and downtown near the Staples Center), and Beck has an uncanny knack for sleuthing out the next hot ’hood. “We will have 13 stores in the Los Angeles area by the end of this year,” he says.
Taking an almost obsessive approach to the research of each store location, Beck also personally tests each product on the shelves. “It can take about three years to get into Bluemercury,” Beck says of the careful vetting process that curates the best of beauty and has made him a kingmaker in terms of determining the success of a brand. “We are looking for innovators, pioneers—people that have long innovation runways,” he explains.
Spotting a void in the market, Beck created M-61 five years ago, as well as Lune+Aster to merge the performance of medically based brands with the low-toxin properties of natural beauty brands. The results produce sheer sales magic, as with anything Beck touches, it seems.
Beck also reveals that part of the secret recipe is smart staffing. “We hire only beauty junkies,” he says of his passionate team. “We call them our human Googles for beauty products.” It’s another reason shoppers are walking through their doors in droves.