 The co-founders Marla Malcolm (later Marla Malcolm Beck) became CEO and Barry Beck became COO.However, luxury brands that Bluemercury courted were unsure whether they wanted to sell their goods on the internet, while consumers were not accustomed to buying cosmetics without trying them first.The couple found two struggling independent beauty boutiques in Georgetown and Dupont Circle called EFX, which they used to help fill their online orders.