Direct Selling Roundup

Mary Kay transforms makeup solutions with AI

The new “AI Foundation Finder” launched by Mary Kay eases customer shopping online with personalized foundation shade recommendations that match their skin tone. The AI tool makes “an inclusive and nuanced understanding of human skin tones” to deliver the recommendation. Mary Kay consultants can guide their customers to use the tool on their mobile phones.

Dr. Lucy Gildea, Mary Kay’s Chief Brand and Scientific Officer expressed high hopes in the tool in delivering an exceptional customer experience. “AI Foundation Finder fuels our vision to be a beauty disruptor in the direct selling space and beyond. We are pioneering AI shade matching globally, helping consumers meet their foundation match within the diverse range of foundation finishes in the Mary Kay® Flawless Face portfolio. Embracing beauty tech marks a unique opportunity to elevate the category and cultivate our next-generation beauty community,” stated Dr. Lucy during the launch.

The AI Foundation Finder by Mary Kay signals the growing move by direct selling companies to embrace hyper-personalization for improved customer engagement.

Customer acquisition from TalkTalk expedites growth for Telecom Plus

Telecom Plus PLC recently acquired about 95,000 broadband and landline customers from Talk Talk, the British telecommunications company. The first report after the acquisition shows positive results for the company in upgrading and providing additional services for this customer base. Impressed with the previous acquisition, Telecom Plus announced the second stage of acquisition with 120,000 customers from Talk Talk with an expectation of hitting a 25% increase in its customer numbers.

Charles Wigoder, Chairman of Telecom Plus said, “The business is continuing to perform well in a competitive market and we are making good progress towards our medium-term target of 2 million customers and beyond”.

The strategic acquisition is expected to build a strong customer base for the company.

Younger generations ready to welcome their future with AI

The recent study by KPMG on the impact of AI on the younger generation reveals that about half of Gen Z workers expect AI to automate at least 20% of their full-time jobs. The study noted that older generations are concerned about engaging with AI but younger generations are welcoming it as a tool that can improve their skills and abilities. The positive perception of AI by the younger generation is rightly coined as “Gen Z is making AI work for them” in the study.

89% of Gen Z admitted that they use Generative AI at least once or twice a week and 60% believe they experiment AI tools more compared to the older generations. With all the optimism, younger generations are cautious about the bias and misinformation that AI tools can generate.

Bravenly Global recognized in the Inc. 5000 List of Fastest Growing Private Companies

The wellness brand, Bravenly Global, secured a place in this year’s Inc. 5000 List of Fastest Growing Private Companies. The company was at #118 and ranked sixth in the country in the consumer products category.

Inc. recognizes companies for their revenue achievements over the last three years. This year's list made a revenue comparison from 2021 to 2024 of privately held for-profit companies based in the US. Inc. shortlisted companies with at least $100,000 in revenue in 2021 and $2 million by 2024. Bravenly Global’s revenue in 2021 was $1.7 million and grew to $52 million in 2024.

Aspen Emry, Bravenly Founder and CEO shared their excitement on the recognition, “This Inc. 5000 ranking isn’t just a celebration for us—it’s proof. Proof that in today’s world, you can build something lasting without outside funding, without BDAs [business development agreement deals] or gimmicks. It’s about serving people well, staying true to your values, and working alongside a community that refuses to quit. Words cannot express how incredibly grateful we are to be partnered with so many awe-inspiring field leaders! We honor every single Brand Partner, Affiliate, customer and our entire Bravenly community that have helped make this honor a reality.”