Bluemercury Evolves Lune+Aster, Advancing Its Vision for a Personalized and Curated Beauty Experience

 The prestige color brand debuts "Beauty, Uncomplicated," a refreshed identity and updated assortment
designed for effortless beauty, every day

NEW YORK, Oct. 13, 2026 /PRNewswire/ -- Bluemercury, the trusted and elevated neighborhood beauty destination, today announced the evolution of Lune+Aster, its proprietary makeup brand. Introducing a refreshed visual identity, enhanced assortment and new "Beauty, Uncomplicated" positioning, the launch is designed to make prestige beauty intuitive, approachable and adaptable for all.

The evolution reflects Bluemercury's broader consumer-led growth strategy, rooted in deep client understanding, expert curation and differentiated beauty experiences. As beauty consumers increasingly seek streamlined routines, trusted guidance and more intentional choices, Bluemercury continues to evolve its assortment to meet their needs. Lune+Aster's refreshed offering complements Bluemercury's portfolio of iconic luxury makeup brands, making discovery easier through exceptional products and personalized expertise.

At the heart of the new Lune+Aster is a simple idea: ease shouldn't mean sacrificing choice. "Beauty, Uncomplicated" pairs an intentional assortment with versatile, intuitive and approachable products, giving consumers the freedom to create routines that work for them without feeling overwhelmed.

"Our clients want beauty to feel special, but they also want it to feel personal and easy to incorporate into their lives and beauty routines," said Kristina Cappuccitti, Director, Product Development and Operations, Bluemercury. "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." 

Beauty, Uncomplicated 
Leading the October launch are the new Cream Multi-Stick and Highlighting Multi-Stick, multitasking essentials designed around versatility, ease and portability. The Cream Multi-Stick can be used across cheeks, lips and eyes, delivering buildable color and a dewy finish through a creamy, weightless formula designed for mistake-proof application. 

New Eyeshadow Quads, Setting Powder and Dual-Ended Brushes complete the initial assortment, giving consumers easy-to-use essentials that can work individually or together as part of a streamlined routine. 

The October introduction marks the beginning of a broader evolution for Lune+Aster, with additional innovation planned across complexion, eye and lip categories through 2027. 

A More Intentional Approach to Luxury Beauty 
This fall, Bluemercury is also expanding its assortment with brands including La Prairie, Elemis, Neuraé, True Botanicals, LYMA, and The Skincare Tools, reinforcing its position as a destination for both discovery and expert-led beauty retail. Together, these investments reflect a consumer-first approach to portfolio growth: using deep client understanding to determine not simply what to add, but what deserves a place in the assortment. 

The evolution of Lune+Aster and continued expansion of Bluemercury's prestige assortment underscore the retailer's broader vision for modern luxury beauty: more choice without more complexity, combining the thrill of discovery with the confidence of expert curation. 

The new Lune+Aster and expanded assortment is available to shop now at Bluemercury stores and Bluemercury.com. 

About Bluemercury 
Founded in 1999, Bluemercury is a leading luxury beauty retailer offering a thoughtfully selected assortment of premium beauty products across varied categories. Bluemercury is the trusted and elevated beauty destination in your neighborhood, building lasting relationships through exceptional service and curated discovery. Its pioneering client-first model delivers personalized, expert-led beauty experiences to every client. Bluemercury is a Macy's, Inc. company.

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SOURCE Bluemercury