Mary KayCompany overview

Policy engagement for positive changes

Mary Kay engages with 100+ trade associations worldwide on issues including direct selling, entrepreneurship, personal care, and supply chain management. In Brazil, the company contributed to the G20 Employment & Education Task Force (B20) Policy Paper.v

(Source: Mary Kay)

Blending digital and personal service

Mary Kay enhanced its selling experience with digital opportunities while maintaining the personalized service for which Independent Beauty Consultants (IBCs) are known. In 2024, the company launched its “Phygital” campaign in Mexico and Brazil, with Colombia planned for 2025.

(Source: Mary Kay)

Empowering women around the world

Mary Kay extended its branch into Kyrgyzstan with an aim to improve its reach and empower more women around the globe.

(Source: Mary Kay)

Investing in the future of STEM

In 2024, Mary Kay awarded 37 grants to young women from 16 countries pursuing STEM careers, and 8 grants through the “Madam C.J. Walker Scholarships” with The Society of Cosmetic Chemists (SCC).

(Source: Mary Kay)

Creating opportunity for women

As of 2024, Mary Kay’s programs have positively impacted over 600,000 women globally through initiatives at the local, regional, and international levels.

(Source: Mary Kay)

Community impact through Pink Changing Lives®

Mary Kay’s signature cause-marketing campaign continues to make a meaningful impact in local communities. Since 2008, the Pink Changing Lives®️ Program has donated over $18 million, funded entirely by a portion of sales from designated products in the markets. Donations support women-focused causes such as cancer research, protesting domestic violence, working for women care.

(Source: Mary Kay)

Suite 13 - Virtual Beauty Experience

Mary Kay launched an innovative virtual experience to digitize its first virtual pop-up showroom, called Suite 13. Suite 13 is designed with the latest technology in virtual reality. It offers Mary Kay’s independent beauty consultants and their customers a 360 degrees 3D beauty experience. Users can virtually browse Mary Kay’s portfolio of skincare as well as explore the company and its founder Mary Kay Ash’s history.

(Source: Mary Kay)

Analyze Your Skin Digitally

Mary Kay has released their mobile application called ‘Mary Kay Skin Analyzer’. It helps customers better understand their skin and products which might be best for them. The application uses a phone camera to scan and evaluate the facial skin and recommend products. Skin is evaluated based on skin tone, skin texture, skin type, wrinkles, and under eye appearance.

(Source: Mary Kay)

The Virtual Mirror

With Mary Kay’s ‘Mirror Me’ app, every customer can try hundreds of preset color combinations on their face, eyes, and lips, and also special makeup artist looks. Mirror Me app uses augmented reality to help customers to find out how the products would look on them before they buy them. This creates a fun and personalized interactive experience. Customers can share their looks with friends with social media and email, or save them to their devices. Mirror Me App supports both the front and rear-facing cameras to accurately place makeup on different parts of the face.

(Source: Mary Kay)

Link & Learn - Learning Platform

Mary Kay’s e-learning platform ‘Link & Learn’ hosts a robust learning curriculum that helps its salesforce to increase their business success, by empowering educational support. It also connects Mary Kay Independent Beauty Consultants to a learning community based on content, accessibility, and localization.

(Source: Mary Kay)

Personalized Business Website

Mary Kay Personal Web Site (PWS) enables the consultants to create a personalized business website similar to marykay.com. This allows them to highlight their business services on the website. Consultants can set up a Mary Kay party, display their photos, add customized messages and share their specialties. Customers can shop at their convenience, day or night.

(Source: Mary Kay)

Mary Kay Digital Showcase

Mary Kay Digital Showcase is a one-stop app for consultants. They can find important business-building resources such as,

Flip Chart - Digital helping guide to conduct a party

Mary Kay Looks Collection – Helps to promote and sell color with shareable how-to videos

Love What You Do Team-Building Materials – Videos, conversation guide, and more!
(Source: Mary Kay)

Preferred Customer Program

Mary Kay focuses on a selected group of customers with a direct mail service that sends mailers like The Look right to those customers, in consultants name. Quarterly mailers improve the customer experience by providing them with exclusive product samples. This gives a great reason for consultants to contact customers and invite them to parties where they can try products, or offer them a private facial. Quarterly mailers can create a great impression of the products and services, which can increase sales.

(Source: Mary Kay)

Stay Connected With Social Media

Mary Kay guides its customers to promote their business through social media. Social media is a great way to stay connected with friends and family. Social media helps in engaging and motivating the customers. Customers can review Mary Kay InTouch legal guidelines to post their content appropriately on social media.

(Source: Mary Kay)

Digital Product Resources

Mary Kay’s Product Central is a resourceful guide to all product-related information. Information such as the product ingredients can be easily accessed by consultants and impress their customers. Products Central enables consultants to print fact sheets, charts, fliers, social media playbooks and more, to refer and share with customers. Improve brand expertise with product and application videos.

(Source: Mary Kay)

Resources for Team Building

Mary Kay offers its independent beauty consultants, resources that help them to build the network around their business. Consultants can make use of online lessons, the Steps to Success brochure, MKeCards, Mary Kay eCatalogs, printable fliers, etc.

(Source: Mary Kay)

Working Live

Mary Kay’s Working Live is a useful resource for improving the virtual meetings by the respective platforms. The benefits of Working Live are:

Includes the reliability of Zoom

The ability to host webinars with 500 attendees

Unlimited cloud recordings

Ability to broadcast to Facebook Live

Breakout rooms

Meeting insights

Audio transcripts

A Zoom license
(Source: Mary Kay)

MKeCards - Electronic Cards for Your Business

MKeCards are colorful electronic cards by Mary Kay to help consultants promote their products and business. MKeCards are an exciting way to share the opportunities with customers, friends and family. MKeCards shall feature new products of the season, to get customers excited. They improve opportunities for customers to book an appointment to try before they buy. MKeCards can drive customers to Mary Kay Personal Web Site.

(Source: Mary Kay)

Build-Your-Own

Mary Kay’s Build-You-Own resource helps to create customized marketing materials such as brochures. Create brochures with products and sets of different choice, and attractive party tray inserts to use at parties.

(Source: Mary Kay)

Stay updated with eNewsletter

With Beaut e News, weekly eNewsletters can be sent to Mary Kay customers. Keep customers updated on latest trends, gift ideas, Mary Kay product info, etc, by emailing them. Contact info is included in newsletters so that customers can easily reach consultants. Beaut e News helps to redirect customers to Mary Kay Personal Web Sites where they can make purchases.

(Source: Mary Kay)

Electronic Catalogs

Mary Kay eCatalogs are colorful electronic catalogs that can be sent through Mary Kay Personal Web Sites. eCatalogs feature skincare, on-trend color, men’s products, and more. Mary Kay eCatalogs improves the chances of booking appointments with customers. Customers will be able to view the eCatalogs on their mobile devices. Consultants can link Mary Kay eCatalogs with the Beaute-Vites sent to customers, on marykay.com

(Source: Mary Kay)

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Pineapple The speed of the leader is the speed of the gang.

—Mary Kay Ash

Founder, MaryKay

Pineapple People are definitely a company’s greatest asset. It doesn’t make any difference whether the product is cars or cosmetics. A company is only as good as the people it keeps.

—Mary Kay Ash

Founder, MaryKay

Pineapple Mary Kay is more than a brand—it’s a movement,”“Our purpose is deeply rooted in transforming lives, inspiring hope, and enriching women’s journeys. These aren’t just initiatives—they’re the foundation of who we are and who we’ve always been.

—Dr. Lucy Gildea

Chief Brand and Scientific Officer , Mary Kay

Pineapple For over 60 years, our company has championed a business model and key initiatives that empower women, help protect the planet, and model resilient communities.

—Ryan Rogers

Chief Executive Officer of Mary Kay

Pineapple Today, technology is at the center of everything, and people – especially the younger generation – want to discover, learn and find out about new products online.

—Sheryl Adkins-Green

Chief Experience Officer, Mary Kay

Pineapple Those two words, sustainability and digitalisation, are the pillars of our future focus.

—Wendy Wang

President, Asia Pacific region, Mary Kay

Pineapple From a marketing standpoint, what we prioritized was making sure the independent salesforce has a constant stream of content so that when they were conducting sales, whether it was a digital party or a one-on-one consultation with their client, that they had product education, the tools and the images they needed to conduct their business digitally.

—Sheryl Adkins-Green

Chief Experience Officer, Mary Kay

35+ markets

Mary Kay products are sold above 35 countries.

1,500 patents

Over 1,500 patents back Mary Kay’s products, packaging, and technologies globally.

4,000 employees

Mary kay has 4,000 employees in more than 35 markets.

63% Women

Women make up 63% of Mary Kay’s workforce, and they occupy 57% of leadership roles in the company’s top 10 markets.

100 trade associations

Mary Kay collaborates with more than 100 trade associations globally on issues such as entrepreneurship, direct selling, personal care, and supply chain management.

62% R&D team members are women

62% of Mary Kay’s global R&D team members are women showing the company’s commitment to diversity in innovation.

2.5 million consultants

As of 2017, Mary Kay’s continuous multinational expansion had seen its sales grow to $3.7 billion with 2.5 million consultants, 39,000 directors and 600 national directors.

Revenue

Total Sales

2024 : $2,400 million

↓ $100m

Year	Revenue
2019	2900
2020	2700
2021	2600
2022	2200
2023	1800
2024	2400

Top Achievements

Named the world’s #1 direct selling brand for skincare and makeup by Euromonitor International for three years in a row
Ranked #9 on Forbes’ Best Brands for Social Impact list
Placed #11 on Women’s Wear Daily Beauty Inc.’s 2024 list
Five-star rating was awarded on Newsweek’s 2025 America’s Greatest Workplaces for Women list.
Won a Top Supply Chain Award from The Supply & Demand Chain Executive in 2024