Beauty sales: $3 Billion

Major Products/Brands: Color Cosmetics, Fragrance, Skincare, and Sun Care marketed under the Mary Kay and Timewise brands.

New Products:

• Mary Kay Botanical Effects
• Mary Kay Hydrating Cleanser
• Timewise Antioxidant Moisturizer
• Mary Kay TimeWise Miracle Set 3D
• White Tea & Citrus Satin Body Whipped Shea Créme

Comments: The Mary Kay company turns 61 this year. The family-owned and family-led company, now has nearly 4,000 employees and millions of Mary Kay Independent Beauty Consultants in more than 35 markets around the globe. Sales at the company peaked at $3 Billion in 2023. With 5,000 employees worldwide, the “revenue per employee ratio” was calculated at $600,000.

The company was founded by Mary Kay Ash in 1963. Richard Rogers, Ash’s son, is the current chairman, and Ryan Rogers, Ash’s grandson, was named CEO in 2022.

In 2024, the privately owned multi-level marketing company issued a sustainability report, which it says “underscores the company’s commitment to creating and nurturing a business model that enriches women’s lives and supports communities while protecting our planet.”

Deborah Gibbins, Chief Operating Officer at Mary Kay, said, “Sustainability has deep roots in the Mary Kay story. We like to say we did it before it was ‘cool.’ Our iconic founder, Mary Kay Ash, was passionate about not only changing the world, but protecting it. I’m proud of the work we’ve accomplished this year—and every year—in realizing her dream. I think she would be proud, too.”

The report covers Water Stewardship, which the company has been supporting with The Nature Conservancy for over 36 years, and which aims to protect reefs; Resource Conservation, through a 16-year partnership with the Arbor Day Foundation; Mary Kay has planted over 1.4 million trees in reforestation projects across nine countries; Sustainable Sourcing, focused on the Global Shea Alliance to promote the economic well-being of the 16 million women Shea collectors in West Africa; Economic Sustainability; Advocacy for Gender Equality in AI, and more.

Always encouraging and supporting women, the company’s “Pink Changing Lives” program, has donated over $18 million to initiatives enriching women’s lives worldwide since 2008. As part of a commitment to develop the next generation of women STEM leaders, Mary Kay has awarded 29 grants totaling nearly $195,000 since 2020.

2023/2024 Highlights:

Known for its extensive R&D efforts and ingredient innovations, in September 2023, Mary Kay Inc., revealed what they say is “breakthrough research on a treatment that diminishes the visible effects of pollution and aging on human skin.” The findings, which Mary Kay shared at the first International Societies for Investigative Dermatology (ISID) Meeting, “significantly improved skin firmness and the appearance of fine lines and wrinkles over the course of the study.” The research was published in the International Journal of Cosmetic Science.

In 2023, Mary Kay Waterproof Eyeliner in Black was named the Best Black Eyeliner Pencil by Allure.

Just this past August, Mary Kay was named the No. 1 direct-selling brand of skincare and color cosmetics globally for the second year in a row, by Euromonitor International.

In addition to this global honor, Mary Kay was named the No. 1 brand of Facial Makeup and Lip Products in Latin America, the No. 1 Color Cosmetic Brand and direct-selling brand of Beauty and Personal Care Products in Mexico, and the No. 1 Skincare brand in Kazakhstan.

Looking Ahead:

In March 2024, Mary Kay celebrated International Women’s Day and Women’s History Month, and released a special report, “Advancing Women’s Entrepreneurship: from Commitment to Action,” that outlines the advances Mary Kay has made since launching its Women’s Entrepreneurship Accelerator in partnership with six United Nations agencies.

Deborah Gibbins, Chief Operating Officer at Mary Kay, noted at the time: “Through the Women’s Entrepreneurship Accelerator, we have created a robust platform that not only supports but celebrates the entrepreneurial spirit of women globally. Our goal is to empower five million women by 2030, and we’re well on our way. We’ve engaged over 600,000 women in our programs and activities so far, and 2024 will prove to be another historic year.”

Beauty Sales: $3.2 billion

Major Products: Skincare, color cosmetics, body care, sun care and fine fragrances marketed under the Mary Kay and TimeWise brand names.

New Products:

• Mary Kay TimeWise Miracle Set
• Mary Kay Oil-Free Eye Makeup Remover
• Special Edition Matte Liquid Lipstick
• Limited Edition Lip & Cheek cream blush
• TimeWise Age Minimize 3D  Day Cream
• TimeWise SPF 30 Broad Spectrum Sunscreen

About Mary Kay: Mary Kay Ash founded her dream beauty company in 1963 with one goal: Enriching women’s lives. That dream became a multibillion-dollar company with millions of independent sales force members in more than 35 countries. Now, as the privately owned company celebrates its 60th anniversary this year, it is known for being a leader in R&D skincare innovation.

Last year, Ryan Rogers, grandson of company founder Mary Kay Ash, was named CEO. He replaced David Holl, who retired after a nearly 30-year career with the company. Holl remains chairman. Richard R. Rogers, Ryan’s father and Mary Kay Ash’s grandson, remains executive chairman. Since 2001 he has served as vice president of The Mary Kay Ash Foundation.

While Mary Kay was built on door-to-door direct sales, it is now focusing on its digital efforts as well. To help its independent beauty consultants, the company has launched digital tools such as award-winning apps with augmented reality.

Mary Kay holds more than 1,600 patents for products, technologies and packaging designs in its global portfolio.

2022-2023 Highlights

At the end of 2022, Mary Kay released its 2020-2022 Sustainability & Social Impact Report, highlighting the goals the company achieved toward packaging reduction, diversity, conserving natural resources, transparency—and more.

As far as Plastics & Packaging, Mary Kay says it “is committed to decreasing the plastic intensity in its packaging by 30%—and increasing circularity with post-consumer resin (PCR).”

From 2020 – 2022, Mary Kay says it reduced nearly 500,000 lbs. of plastic and approved 16 new sustainable packages for future products. This year, the company completed a full evaluation and categorization of components “to accurately measure plastic intensity in real time with its sales team.

Mary Kay also said it will reduce its impact by sourcing more than 90% of the paper in its packaging from recycled content and/or certified sustainable sources.

Last year, Mary Kay increased its post-consumer paper content in its packaging inserts from 20% to 30%, representing approximately 20,000 lbs. of paper sourced annually. The company also joined the Ellen MacArthur Foundation as part of its commitment to becoming a more sustainable circular business.

In June 2023, Mary Kay, Inc., announced what they said is breakthrough research on a treatment that combats the appearance of facial expression lines, and shared it at the American Academy of Dermatology Association. The new cosmetic formulation offers an alternative to in-office procedures, “providing an efficient and comfortable skincare method with compelling benefits.” Clinical evaluations demonstrated a notable reduction in muscle contractions and visible improvements in forehead and crow’s feet lines and wrinkles compared to the injectable. The formula is “a patented blend of three botanical extracts that mimic the activity of a well-known injectable.”

Mary Kay holds more than 1,600 patents for products, technologies and packaging designs in its global portfolio.

At press time, Mary Kay Inc. was named as the ‘No. 1 Direct Selling brand of Skin Care and Color Cosmetics in the World’ by Euromonitor International.

Beauty Sales: $2.8 billion (est.)

Major Products: Skincare, color cosmetics, body care, sun care and fine fragrances marketed under the Mary Kay and TimeWise brand names.

New Products: Mary Kay Clinical Solutions Retinol 0.5 Set, Mary Kay Special-Edition 2-Step Hydrating Sheet Mask, Mary Kay Heart-Shaped Lipstick, Mary Kay Gel Eyeliner with Expandable Brush Applicator, TimeWise Age-Fighting Moisturizer, TimeWise Repair Lifting Bio-Cellulose Mask, TimeWise Matte 3D Foundation.

Comments: Mary Kay is the largest, pure play direct sales beauty company in the U.S. The privately held company is also a leader in R&D, with more than 1,700 patents. Two of the most recent include a plant-based acne treatment and a skincare formula featuring Phyllanthus Emblica fruit extract. For the record, the longest produced Mary Kay product is Extra Emollient Night Cream. The top-selling Mary Kay product of all time is Oil Free Eye Makeup Remover.

Founded nearly 60 years ago in 1963, Mary Kay now has millions of independent sales force members in nearly 40 countries. It prides itself on its mission to empower women on their journey through education, mentorship, advocacy, networking and innovation.

2021-2022 Highlights: Mary Kay received 58 awards and recognition honors in 2021, including: COVID Response (22 awards), recognition from partners in social impact/annual reports (4), Mary Kay management recognized for leadership (7), business excellence (10) and an award-winning documentary (4 awards; 5 screening selections). Additionally, Mary Kay and/or its iconic founder, Mary Kay Ash, were featured in two Harvard Business Case Studies, three textbooks, and one research paper.

In March 2021, Mary Kay announced the appointment of Wendy Wang as president of its Asia Pacific Region. 54% of Mary Kay’s global executive team is female.

Mary Kay Global Design Studio and Glamhive announced the first-ever global TikTok reality show based on Style, Step & Repeat. The contest showcased talent in wardrobe, makeup & hair from TikTok users worldwide. Participants showcased their talents from more than 30 countries, and the ground-breaking campaign was featured in the UK Daily Mail, The Daily Front Row, and Vogue Business highlighting its innovative approach to using the relatively new social media platform.

The direct seller also launched Suite 13, a beauty experience that uses virtual reality to digitize the company’s first virtual pop-up showroom; Mary Kay MirrorMe for augmented-reality makeovers and Mary Kay Skin Analyzer App to scan your face for a customized skincare routine.

Mary Kay was named one of America’s Best Mid-Sized Employers 2021 by Forbes.

Among Mary Kay’s awards in 2022: The Gold Stevie award for “Covid: Most Valuable Product” for its hand sanitizer at the 20th Annual American Business Awards; and the American Red Cross Corporate Partner Award for its Emergency Response to the conflict in Ukraine.

In January 2022, Michelle Hines, PhD, director of product formulation at Mary Kay, was installed as president of the Society of Cosmetic Chemists.

In May, Mary Kay was selected as a 2022 U.S. Best Managed Company. Sponsored by Deloitte Private and The Wall Street Journal, the program recognizes outstanding U.S. private companies and the achievements of its management teams.

The 2022 designees are U.S. private companies that have demonstrated excellence in strategic planning and execution, a commitment to their people and fostering a dynamic, resilient culture, as well as strong financials. This year’s designees continued to propel businesses forward by prioritizing purpose, investing in their workforces, and demonstrating their commitment to diversity, equity and inclusion.

Mary Kay also announced programs for Diversity, Equity & Inclusion, as well as a global sustainability strategy called Enriching Lives Today for a Sustainable Tomorrow. Their holistic approach encompasses three pillars of sustainability—economic, environmental and social—through five pillars, activated by 15 commitments to deliver a decade of sustainable action.

Beauty Sales: $2.7 billion

Major Products: Skin care, color cosmetics, body care, sun care and fine fragrances marketed under the Mary Kay and TimeWise brand names

New Products: Mary Kay: Mary Kay Hand Sanitizer, Pink Clay Mask, Eye Shadow Quad in Warm Pink, Body Care Set in Sparkling Cherry, Blending Brush; TimeWise Miracle Set 3D, Volu-Firm 5 Product Set, Replenishing Serum C+E

Comments: Despite online sales, direct selling took a major hit, and sales at global direct seller Mary Kay reportedly slid about 7% in 2020, down about $200 million. Just a few years ago, in 2018, the nearly-60-year-old privately owned company was worth $3.25 billion, according to Direct Selling News.

2021 Highlights

In 2021, Mary Kay Inc. says it continued its long commitment to supporting and enriching the lives of women around the globe, even during Covid-19. In recognition of their achievements during this difficult period, they received numerous awards in business, corporate citizenship, and leadership categories from various organizations—ranging from recognition of the brand’s Covid-19 response to kudos for a Mary Kay-produced documentary on the Gulf of Mexico’s preservation efforts.

Just some of the many additional awards that they won include: America’s Best Mid-Sized Employers 2021—Forbes; Team of the Year During Covid-19 (Hand Sanitizer Distribution Team); Company Response of the Year; Best Product to Combat and Reduce the Impact of Covid-19 (Mary Kay Hand Sanitizer); Gold Globee Winner—13th Annual 2021 Golden Bridge Business and Innovation Awards; Gold Globee Winner—6th Annual 2021 American Best in Business Awards; The Best Employer 2021, Mary Kay Poland—The Financial Magazine;

To date, Mary Kay Inc. and The Mary Kay Foundation have given more than $50 million to domestic violence prevention and awareness programs in an effort to end the cycle of abuse. Since its inception in 1996, the Mary Kay Foundation has also invested more than $26 million in the fight against cancer.

In June, as part of the company’s efforts to become more sustainable, they joined the Ellen MacArthur Foundation. Deborah Gibbins, chief operations officer at Mary Kay Inc, commented: “While there have been meaningful initiatives implemented throughout the beauty industry— and within Mary Kay itself—there is still so much work to be done to find long-term solutions to the environmental and socio-economic challenges ahead. That’s why we are so excited to be part of the Ellen MacArthur Foundation to join like-minded organizations in our efforts to ensure sustainable growth for generations to come.”

“Pink Doing Green” is the company’s slogan/promise to create and maintain sustainable business practices, via planting trees, using biodegradable packaging materials, recycling efforts and more. The company has produced a refillable compact for over 30 years.

The company announced the 2021 winners of the Mary Kay Doctoral Dissertation and Doctoral Dissertation Proposal Awards at the Academy of Marketing Science Annual Conference held virtually. For more than 25 years, the global beauty company has awarded these annual grants to provide doctoral candidates in marketing the opportunity to showcase their successfully defended dissertations in front of their peers. Finalists are selected based on their final presentations at the AMS Annual Conference.

Beauty Sales: $3 billion (est.)

Major Products: Skin care, color cosmetics, body care, sun care and fragrance marketed under the Mary Kay and TimeWise brand names.

New Products:

• Mary Kay TimeWise Miracle Set 3D, Timewise Luminous 3D Foundation
• Mary Kay Hydrogel Eye Patches, White Tea & Citrus Satin Body Whipped Shea Créme
• Foil Eye Shadow Duo, Lash Love Fanorama mascara
• Bio-Cellulose Mask, Live Fearlessly EDP

Comments: On the anniversary year of the founding of her beauty company 55 years ago, astute businesswoman and philanthropist Mary Kay Ash was named an honoree in USA Today’s Woman of the Century USA Today 100, a list of female icons in entertainment, politics, civil rights, sports, arts, science and business who “made the largest impact on American society in the last century.” The list was made to commemorate the 100th anniversary of the 19th amendment and women’s right to vote in the United States.

An avid supporter of women’s rights, Ash based her beauty company on three goals: offer rewarding opportunities for women, manufacture irresistible products and make the world a better place. Her dream launched what became a multibillion-dollar company with millions of independent sales force members in nearly 40 countries. The direct seller is also committed to scientific research and advanced manufacturing in regard to cutting-edge beauty products. In addition, the founder’s dream continues with a vibrant philanthropic arm: Through the Mary Kay Foundation, the company has awarded more than $78 million to cancer research and domestic violence shelters.

In 2019, the Mary Kay brand earned more than 20 awards and recognitions from various sources, ranging from Forbes “Best Midsize Employers for 2019” to 10 Most Reputable CEOS in the World (David Hall, Mary Kay CEO), to Black Eenterprise Magazine’s “2019 Most Powerful Women in Corporate America” (Sheryl Adkins-Green, chief marketing officer).

2020 Highlights

In February, the long-time leader in global female empowerment, named Monique Coleman as the brand’s first-ever Pink Changing Lives Honoree, in large part to stand up for under-represented teens. Pink Changing Lives—Mary Kay’s global commitment to celebrate the individuals and organizations that improve women’s and girls’ lives around the world—has supported more than three million women and their families by partnering with over 2,000 organizations and donating over $15 million.

Coleman first appeared in Disney’s High School Musical, and became an advocate for improving the social and economic well-being of young people, most notably being appointed the first United Nations Youth Champion in 2010.

Mary Kay has taken an increasingly strong stand on sustainability. In March, they announced they’d joined the Sustainable Packaging Initiative for Cosmetics (SPICE) along with 17 current member organizations including Hermes, Chanel, Coty, Estée Lauder, and others, to guide sustainable packaging policies, drive packaging innovation, and to meet consumer’s expectations on understanding the environmental performance of products.

The company’s Richard R. Rogers Manufacturing/R&D Center in Lewisville, TX, which functions as a Zero Waste to Landfill facility and was awarded the coveted LEED Silver certification. LEED, or Leadership in Energy and Environmental Design, is the most widely used green building rating system in the world developed by the U.S. Green Building Council (USGBC). The Mary Kay China office in Shanghai received LEED Gold certification for its green building leadership and excellence in sustainability.

In April, in response to Covid-19, Mary Kay Inc. contributed nearly $10 million in monetary donations, product donations, and distribution support in the countries where it operates and communities in critical need around the world. Like others on our Top 20 list, Mary Kay donated hundreds of thousands of units of hand sanitizer to first responders, domestic violence shelters, and businesses, in their case, in Texas.

In May, the “by women, for women” company presented scientific skin care research during the 2020 Skin of Color Society Symposium Virtual Program. Dr. Cristi Gomez, director, product safety & environmental toxicology, revealed new research on the science behind LumiVie, an intensive serum by Mary Kay that “brightens, energizes and moisturizes skin.” Mary Kay holds more than 1,500 patents for products, technologies and packaging designs in its global portfolio. In 2018, the company announced the opening of a more than $100 million state-of-the-art manufacturing and R&D facility in Lewisville, Texas.

Looking Ahead

Dr. Lucy Gildea, chief scientific officer at Mary Kay, said: “In 2020, Mary Kay Research & Development will continue to share the latest groundbreaking discoveries with the scientific community at large.”

Beauty Sales: $3.4 billion (est.)

Major Products/Brands: Skincare, Color Cosmetics, Fragrances, Body Care, Sun Care, marketed under the Mary Kay and TimeWise brand names.

New Products:

• TimeWise Miracle Set 3D
• Skinvigorate Sonic Skin Care System
• Mary Kay Matte Lipstick
• Mary Kay Chromafusion Eye Shadow + Mary Kay Petite Palette Bundles
• TimeWise Luminous 3D Foundation

Comments: Mary Kay turned 55 in 2018, and the company is going strong with sales estimated at $3.4 billion for the year. In sync with the momentous anniversary and to support future growth for made-in-America products, the company announced the opening of the Richard R. Rogers Manufacturing/R&D Center, a new U.S.-based global manufacturing and research and development facility in Lewisville, TX. It is named in honor of company co-founder, executive chairman and the son of Mary Kay Ash. The Center will support Mary Kay’s needs in producing skincare products, color cosmetics and fragrances for millions of beauty consultants in nearly 40 countries. In June, the facility earned LEED Silver Certification.

“The opening of the Richard R. Rogers Manufacturing/R&D Center marks an exciting milestone in our company’s 55-year history,” explained David Holl, president and CEO for Mary Kay Inc.”
He added: “Approximately 75% of our current business is overseas and more than 50% of Mary Kay products produced at our U.S. manufacturing facility are exported to our international markets. As an innovation leader, this new facility will also allow us to continue producing best-in-industry products today, while practicing sustainability for the future.”

Back in New York City, the multibillion company celebrated its anniversary by partnering with the Museum at The Fashion Institute of Technology (FIT) to unveil a special exhibition, “Pink: The History of a Punk, Pretty, Powerful Color.” The exhibit sought to honor the history of the color that Mary Kay has been associated with for more than 50 years.

The global direct seller also celebrated 50 years of an American icon—the Mary Kay pink Cadillac—by unveiling the newest addition to its career car fleet: the all-new Mary Kay pink Cadillac XT6. Since the inception of the Mary Kay Career Car Program in the U.S., more than 165,000 top-performing independent sales force members have qualified or re-qualified for the use of a Mary Kay career car with nearly 24,000 earning the use of a coveted Mary Kay pink Cadillac. Today, there are more than 4,000 Mary Kay career cars on the road nationwide.

2019 Highlights

Mary Kay presented findings on an antioxidant complex that delays the premature signs of aging related to the damaging effects of diesel exhaust particles. This breakthrough technology, found in the Mary Kay TimeWise Miracle Set 3D skincare line, is said to provide a powerful free-radical regimen with an exclusive, patent-pending, three-dimensional approach to skin aging.

“Mary Kay scientists spent years researching the latest ingredient innovations to develop our newest skincare collection that defends against free radicals and helps delay the onset of premature skin aging from unavoidable environmental and lifestyle stressors such as car exhaust and air pollution,” said Dr. Lucy Gildea, senior vice president-chief scientific officer.

The Direct Selling Association honored Mary Kay with the DSA Product Innovation Award for TimeWise Miracle Set 3D.

In May, Holl was ranked among the top 10 most reputable chief executives in the world according to the Reputation Institute’s CEO RepTrak 2019.

Beauty Sales: $3.5 billion (est.) (FY 2017: $3.5 billion, est.)

Major Products:

• Skincare, color cosmetics, body care, sun care
• and fine fragrances marketed under the Mary Kay and TimeWise brand names.

New Products:

• TimeWise Miracle Set 3D,
• TimeWise Vitamin C Activating Squares

Mary Kay Expands Its Presence 

With an independent sales force spanning 40 countries, Mary Kay is home to a global portfolio of more than 1,400 patents for products, technologies and packaging designs.

In September, Mary Kay expanded its Latin America presence by officially opening the doors to a new headquarters in Peru that encompasses the company’s operations for the entire country. Mary Kay made an initial investment of $9 million in the Peru-based subsidiary and the opening comes on the heels of its launch in neighboring Colombia in 2015.

“We are proud to further expand our operations in Latin America with the opening of Mary Kay Peru,” said David Holl, president and chief executive officer for Mary Kay Inc. “As the demand for high-quality products increases and the entrepreneurial spirit strengthens with the country’s economic growth, we anticipate a successful launch in Peru.”

Mary Kay also continued to be a company that advocates for more than just a woman’s beauty. Throughout 2017, the company was involved in a variety of fundraising work that spanned domestic violence and sexual assault and tackled the issue of teen and young adult dating abuse.

News of Note in 2018

In January 2018, Mary Kay affirmed its commitment to skin science research by sponsoring a symposium at the International Instigative Dermatology Meeting. The company has long supported research grants and projects with the University of Texas Southwestern Medical Center in both skin-care and women’s health and has also been involved with the American Academy of Dermatology and the Society of Cosmetic Chemists. Mary Kay’s most recent research initiative focuses on the harmful effects of air pollution, UV radiation and other environmental stressors on the skin and is responding to the rising concern of pollution and declining air quality around the world.

In May, Mary Kay launched TimeWise Miracle Set 3D, the company’s new skin regimen approach to treating premature skin aging that’s powered by exclusive, patent-pending technology. The $110 collection was five years in development and represents the largest product launch in the company’s history. It’s comprised of a cleanser, SPF 30-day lotion, eye cream, and nighttime moisturizer that take a “three-dimensional approach” and promises to deliver visible results of younger-looking skin in only four weeks.

In September, the company celebrated its 55th anniversary and simultaneously commemorated what would have been founder Mary Kay Ash’s 100th birthday on May 12th. David Holl, president and CEO, commented that since the company’s inception in 1963, its mission has been and always will be to enrich women’s lives. To that end, he said the company looked forward to moving into its new $100 million U.S.-based 480,000 square foot global manufacturing and research and development center in Lewisville, TX, which began construction in 2016.

In celebration of the company’s anniversary, and the beauty brand’s signature pink color, the company partnered with The Museum at the Fashion Institute of Technology (MFIT) in New York City to unveil its special exhibition, “Pink: The History of a Punk, Pretty, Powerful Color.” The exhibition runs from September through January 5, 2019.

Beauty Sales: $3.5 billion

Major Products: Skincare, color cosmetics, body care, sun care and fine fragrances marketed under the Mary Kay and TimeWise brand names.

New Products: Mary Kay’s Enchanted Wish Collection, Mary Kay TimeWise Vitamin C Activating Squares, Mary Kay Eau So Cute EDT, Mary Kay Clear Proof Deep-Cleansing Charcoal Mask.

Comments: Global sales in 2016 fell to $3.5 billion, from 2015 heights, but a new president of its North American region and the ground-breaking of a new $125-million U.S. facility ended 2016 on a high note for the direct seller.

Mary Kay says it develops, tests, manufactures and packages most of its own products at its state-of-the-art facilities in Dallas and China—and now it will have a giant facility in which to accomplish this in the U.S.

Exactly 53 years to the day after Mary Kay Ash launched her dream company from a small Dallas storefront, the company broke ground in November on a new 480,000 square foot U.S.-based global manufacturing and R&D facility in Lewisville, TX. The $125 million building, with a projected completion date of first quarter of 2018, will support the company’s future needs in producing skincare, color cosmetics and fragrances to be sold by more than 3.5 million Mary Kay Independent Beauty Consultants in more than 35 countries.

Socially savvy, the Dallas-based company was honored for Best Pinterest, Best YouTube and Best App at the 2016 #beauty20 Awards in Los Angeles in November. The awards ceremony sponsored by innoCos Digital recognizes the most groundbreaking innovation in digital marketing by beauty brands. This was the fourth consecutive year that Mary Kay was honored at the consumers’ choice awards.

At the end of 2016, Mary Kay Inc. appointed Nathan Moore as president of the Mary Kay North America region at the company’s global headquarters. He began his career at Mary Kay Inc. as a staff attorney in 1995. He replaced Darrell Overcash who served as president of Mary Kay North America for 10 years, and retired after more than 20 years with the company.

2017 News of Note

In April, Mary Kay appointed Dr. Lucy Gildea as chief scientific officer at the company’s global headquarters in Addison. She leads the global R&D function, working on developing innovative products and increasing the number of patents. The company holds more than 1,300 patents for products, technologies and packaging designs in its global portfolio—including more than 130 patents granted in 2016 alone. Prior to joining Mary Kay, Dr. Gildea spent 15 years at P&G.

As the Hispanic market continues to grow for Mary Kay in the U.S., Latinas made up more than 39% of new Mary Kay Independent Beauty Consultants in 2016, and 22% of the company’s total independent sales force.

With women-related philanthropy as part of its DNA, Mary Kay promoted its “Beauty That Counts” campaign, a global initiative that has raised $11 million for women and children around the world. The product helping to raise money for the cause was Mary Kay’s limited-edition heart-shaped cheek powder, Beauty That Counts.

At the U.S. corporate seminar held in July, Mary Kay introduced what it calls a “beauty industry first”—technology that delivers pure Vitamin C in small, dissolvable squares. As a patented Mary Kay TimeWise Vitamin C Activating Square dissolves in the palm of your hand, it’s transformed into a fresh, pure vitamin C elixir that powers up any Mary Kay serum for an age-fighting boost.

In July, the direct seller announced the opening of its newest market—Mary Kay Peru, which strengthens its already solid foundation in Latin America.
In September, the company launched Mary Kay Eau So Cute EDT, a fruity, floral fragrance housed in a whimsical bottle shaped like a bow.

Beauty Sales: $4 billion

Major Products/Brands: Skin care, color cosmetics, body care, sun care and fragrance marketed under the Mary Kay and TimeWise brand names.

New Products: Perfectly Bright Complex, Mary Kay Perfecting concealer, Cityscape Eau de Parfum and Cityscape Cologne, Gel Semi-Matte Lipstick, Lash Intensity Mascara and TimeWise Repair Volu-Fill Deep Wrinkle Filler. Mary Kay Runway Bold Collection.

Comments: Privately owned Mary Kay Inc., a 50-year old “social commerce beauty brand,” is active in more than 35 markets around the world and boasts 3.5 million Mary Kay Independent Beauty Consultants. 2015 marked the 15th consecutive year that more than 300,000 women started a Mary Kay business.

However, following several years of double-digit growth, sales were relatively flat in 2015, at $4 billion.

The company invests millions of dollars in R&D and conducts more than 500,000 tests each year to ensure its products meet the highest standards of quality, safety and performance. The company follows a Made in the USA platform, and employs more than 500 employees and produces up to 1.1 million products per day, of which 57% are exported to Mary Kay Inc.’s international markets. Approximately 75% of their business is overseas.

While many beauty companies are strategizing as to how to appeal to Millennials, Mary Kay is right on track. The direct seller reported that its independent beauty consultants are growing younger in age. In fact, tech-savvy Millennials account for nearly 50% of new salespeople, as many are intrigued by the company’s entrepreneurial business opportunities and flexible, work-at-home schedules. As the sales force grows younger, it has also become more diverse, with more than half of new members representing Latina, Asian or African American. Latinas comprise 35% of new consultants.

News of Note in 2016

In January, Mary Kay reached a corporate milestone, surpassing more than 1,200 patents for products, technologies and packaging designs in its global portfolio.

More than 130 patents were awarded to the company in 2015, including utility patents for skin care technologies and product formulations, such as its Volu-Firm Lifting Serum and TimeWise Body Targeted-Action Toning Lotion.

The company’s packaging innovations include design patents issued for Mary Kay Cityscape Eau de Parfum and Cityscape Cologne Spray bottles, Lash Intensity Mascara and TimeWise Repair Volu-Fill Deep Wrinkle Filler.

Known for its philanthropy in programs geared to helping women and children, the company holds a month-long campaign every May, featuring a new limited-edition Mary Kay Beauty That Counts Hearts Together Lipstick. Customers worldwide can make a difference in the lives of women and children simply by purchasing the one-of-a-kind lipstick, as the beauty seller donates $1 from each lipstick sale. The Mary Kay Foundation, has given $50 million to domestic violence prevention and awareness programs over the past 15 years.

In June, celebrity makeup artist Luis Casco, who appears on “Project Runway,” was named global beauty ambassador for Mary Kay.

In keeping with its commitment to USA-based manufacturing, the company announced that it will build a $100 million manufacturing and research and development facility on a 26.2-acre plot in Lewisville, Texas. “I am extremely proud of our commitment to Texas and to remain competitive with ‘Made in America’,” said Thomas Cho, chief supply chain officer for Mary Kay Inc. “We are very excited about our innovative vision for Mary Kay’s new U.S.-based global manufacturing and research and development facility.”

Beauty Sales: $4 billion

Major Products: Skin care, color cosmetics, body care, sun care and fine fragrances marketed under the Mary Kay and TimeWise brand names.

New Products: Cityscape eau de Parfum, TimeWise Microdermabrasion Plus Set, Mary Kay Velvet Lip Crème, Mary Kay Limited Edition Nail Lacquer.

Comments: Avon may have something to learn from its “pretty in pink” U.S. competitor. In 2014, 50-year-old, privately held Mary Kay Inc., achieved another year of double-digit gains, and hit the $4 billion dollar mark, garnered through direct sales. The company boasts 3.5 million representatives around the world—and keeps them on board with new offerings, an award-winning website and products that appeal to consumers from tweens to baby boomers. Products are available in more than 35 markets.
The company also enjoyed a record-breaking year in 2013 when it reported  $3.5 billion in annual sales.

News of Note

In March, Mary Kay expanded its Latin American operations, opening in Bogota, Colombia.

In June, The Direct Selling Association named Michael Lunceford, senior vice president of public affairs for Mary Kay Inc., as the 2015 inductee into the Direct Selling Association Hall of Fame at its annual conference in San Antonio, TX.

In July of this year, the company started to explore a domestic facility expansion plan. They appointed CBRE, the world’s largest commercial real estate services and investment firm, to explore future options for the company’s global manufacturing and R&D facility located in Dallas. The analysis will be crucial as Mary Kay Inc. considers whether to update its existing operation or build a new facility to house both manufacturing and R&D.

“Approximately 75 percent of our business is overseas today and yet more than 50 percent of Mary Kay products produced at the Dallas manufacturing facility are exported to our international markets,” said David Holl, president and chief executive officer. He added: “Whether we update our current Regal Row facility or explore options to build a new one, our investment could range from $80 to $100 million.”

Always engaged in social programs that benefit women and children, through The Mary Kay Foundation, the direct seller ran a special program in the U.S., from May 16 through August 15, 2015, in which they donated $1 from each sale of the limited-edition Beauty That Counts NouriShine Plus Lip Gloss in two new shades, Create Change and In Harmony.

Beauty Sales: $3.5 billion

Major Products: Direct sell skincare, color cosmetics, body care, sun care and fine fragrances.

New Products: Mary Kay Timewise Repair Volu-Fill Deep Wrinkle Filler, MK At Play color cosmetics collection, MK Men’s High Intensity Sport Cologne Spray, MK Belara Midnight Eau de Parfum.

Comments: In 2013, privately owned Mary Kay celebrated its 50th anniversary, boasting 3 million Mary Kay independent beauty consultants and $3.5 billion in global annual wholesale sales. Even more impressive perhaps was that sales jumped more than 16% last year. The direct seller beauty brand offers more than 200 products, and is active in more than 35 markets around the world.

At the end of 2013, Mary Kay Inc. was awarded the title of  ‘Best Website’ at the first Beauty 2.0 Awards held in Paris. The inaugural awards ceremony by InnoCos events and the Global Cosmetics Community recognized the most groundbreaking innovation in digital marketing by beauty brands.

Traffic to marykay.com was expected to reach more than 67 million global visits in 2013.

In May, the 2014 Art of Packaging Award Gala, which marked the 25th anniversary of Pratt Institute’s scholarship program, honored Mary Kay, Inc. for its outstanding commitment to package design. Sheryl Adkins-Green, chief marketing officer for the company, accepted the prestigious award.

Project Runway Participation

In July 2014, the company signed with Lifetime’s Emmy-nominated hit series, Project Runway, (following a season with Project Runway All Stars) to serve as the official beauty sponsor of season 13. Celebrity makeup artists exclusively use Mary Kay products on the show.

Known for its philanthropy regarding women’s issues, specifically domestic violence, just last month, in advance of Domestic Violence Awareness Month in October, The Mary Kay Foundation awarded $3 million in grants to 150 domestic violence shelters in all 50 states, the District of Columbia, Puerto Rico and Guam. Each shelter received a $20,000 grant to maintain critical services.

Beauty Sales: $3 billion

Major Products: Skin care, makeup, sun care, body care and fragrance.

New Products: Mary Kay Translucent Loose Powder, Clear Proof Acne System, Colored Mary Kay Lash Love Mascara, MK Men Shave Foam, Mary Kay Fairytales & Fantasy Collection, Mary Kay At Play Collection.

The Mary Kay At Play makeup collection encourages younger users to have fun with vivid color.

Comments: In 2013 Mark Kay celebrates its 50th anniversary, and pink champagne must be flowing. The company’s come a long way since founder Mary Kay Ash launched in a small retail store with a $5,000 loan—and five beauty products. Today, more than 200 Mary Kay products are sold in more than 35 markets worldwide, on five continents. There are nearly 3 million members in the global independent sales force, as nearly 350,000 Mary Kay representatives from around the world signed on during 2012.

Still, the economy had its effect. Corporate sales for 2012 remained flat at a reported $3 billion.

Global expansion did not go as planned in some cases, either. In February, Mary Kay announced that it was shuttering its operations in India. The decision was reportedly made due to the regulatory environment and the poor performance of the market. In December, a ban was proposed on multi-level marketing in India.

But Mary Kay is still doing well in other developing regions. Rapid growth in China makes that country poised to become Mary Kay’s largest market.

In February, in honor of Mary Kay Inc.’s pending 50th anniversary in 2013, the company revamped marykay.com to enhance the consumer experience with more information on products, beauty trends and the company.

In March, the direct seller launched a makeup finishing spray developed in partnership with Skindinävia, a leading brand behind the innovative makeup finishing spray.

In 2013, with an eye on Brazil, Mary Kay sponsored the first U.S.-Brazil Girls Empowerment Conference, part of Mary Kay’s partnership with the U.S. Department of State to help promote the rights of women and girls around the world. Approximately 80 young women between the ages of 13 and 17 from Brazil, the U.S., Chile, Mexico and Uruguay participated in the event.

Mary Kay launched its first global makeup artist team, then hosted its first Global Makeover Day and set a company record for the most makeovers in a single day—March 8, International Women’s Day. Nearly 50,000 makeovers were logged during the record-setting day, which was followed by the highest number of worldwide sales in the company’s 50-year history.

One of Mary Kay’s biggest launches for 2013 was Mary Kay At Play, a global product line targeting Gen Y. The collection focuses on the next generation of Mary Kay brand lovers.

More than 50 patents were awarded during the first half of the company’s 50th anniversary year; in total, they now hold 800 for innovative products, technologies and packaging design. Mary Kay’s Botanical Effects Skin Care for Normal Skin and recently launched Clear Proof Acne System both were awarded utility patents for product formulation. Three design patents were granted for the Special-Edition Mary Kay Dance to Life Eau de Parfum bottle, the Mary Kay Nail Lacquer bottle and the Mary Kay NouriShine Plus Lip Gloss bottle.

“Our 50th anniversary has been a record-setting year for our company,” said David Holl, president and chief executive officer.

Beauty Sales: $3 billion

Major Products: Skincare, makeup, body care, sun care, men’s and fragrance marketed under the Mary Kay and TimeWise brand names.

New Products: TimeWise Repair Volu-Firm Set, TimeWise Age-Fighting Lip Liner, The Limited Edition Hollywood Mystique Collection, Mary Kay Brow Gel, Gel Eyeliner with Expandable Brush, Cooling Aftershave Gel, Mary Kay Lash Love Waterproof Mascara.

Mary Kay TimeWise Repair Volu Firm Eye Renewal Cream is part of the New MK anti-aging five-product regime, TimeWise Repair.

Comments: It seems that an influx of younger sales consultants are helping to boost Mary Kay’s bottom line. At a time when finding employment can be difficult for college grads and young people, many are taking advantage of the possibilities of an entrepreneurial opportunity in selling Mary Kay products. In the states most affected by a down market, almost 20,000 people between the ages of 18 and 30 signed on to start MK businesses. Of the 94,000 people with startups in the second quarter of 2012, a third of them were reported to belong to Gen Y. In total, the company has more than 2.4 million independent beauty consultants who operate in more than 35 countries around the world.

Sales in 2011 slightly exceeded the $3 billion mark.

In July 2012, Mary Kay launched a new Virtual Makeover app for smartphones and tablets. The Mary Kay Virtual Makeover app has the same features as the online version but in the convenience of a mobile device. The makeover app won the Direct Selling Association’s 2012 Ethos Award in mobile technology.

Perhaps, due in part to the popular online version, in July, the corporate website reached its 1 millionth Facebook fan—the number recognized by brands as the benchmark for successful consumer engagement.

Mary Kay is known for its commitment to social responsibility and its programs for helping women.

From Sept. 15–Oct. 31, 2011, Mary Kay donated $1 to the Mary Kay Foundation from each purchase of Give Hope, Give Joy and Give Dreams, lipstick shades to assist the Foundation’s efforts to end domestic violence.

To celebrate International Women’s Day, in March 2012, thousands of “Mary Kay family members” helped their fellow neighbors by volunteering more than 197,010 hours of community service—or more than 22 years of service valued at more than $4 million.

Earlier this year, the Mary Kay Museum—the exhibition at the cosmetic direct seller’s corporate headquarters—was voted the No. 1 sightseeing destination in Dallas—outranking the JFK Memorial, Cowboys Stadium and other popular Dallas-area attractions including the Fort Worth Stockyards.

Last month, Sheryl Adkins-Green, Mary Kay’s chief marketing officer received the Academy of Marketing Science’s 2012 “Global Marketer Award.”

The newest addition to Mary Kay’s popular TimeWise skin care line, the TimeWise Repair Volu-Firm Set, recently earned the Good Housekeeping Seal from the Good Housekeeping Research Institute.

Beauty Sales: $2.5 billion

Major Products/Brands: The number of Mary Kay beauty consultants continues to grow.

Skin care, body care, sun care, color cosmetics, and fragrance marketed under the Mary Kay and TimeWise brand names.

New Products: Redefining Elegance Collection, Miniature Fragrance Collection, Cream Eye Color and Blush, Compact Mini, The Weekender Collection, TimeWise Matte-Wear, Lash Love Mascara, Mineral Eye Color Bundles, Shadow and Line Eye Duos, Tranquil Waters Fragrance Pencil, Refreshing Body Gel.

Comments: Mary Kay, one of the largest direct sellers of skin care and color cosmetics in the world, with products sold in more than 35 global markets, was hit by the faltering economic condition in 2010, but managed to keep sales flat at $2.5 billion. The company’s newest opening in 2010 was in Armenia. Mary Kay’s largest markets include China, Mexico, Russia and the U.S., but it is also strongly pursuing India, where it has reportedly invested more than $20 million.

Among its many initiatives, the Mary Kay Foundation has donated nearly $22 million to women’s shelters and domestic violence programs and lobbied Congress for the Violence Against Women Act and its renewal and state legislatures on teen dating violence awareness. In March 2010, the company received the first ever “Do Good” stamp from Ladies’ Home Journal. The stamp was created by the magazine to recognize companies that contribute to making the world a better place. Mary Kay was specifically honored for its combined efforts to keep women and girls safe against domestic violence.

More than two million people sell Mary Kay products worldwide, and in 2010, the company reported that Latina representatives were on the rise. Over the last 10 years, it has increased its Latina independent sales force by 39%.

And the number of Mary Kay beauty consultants continues to grow. In fact, more than 165,000 people started independent Mary Kay businesses in April in the U.S.—the largest monthly amount within the last 10 years. Mary Kay also had a 9.5% increase in independent sales force members in the U.S. in the first half of 2011, compared to the same period in 2010.

In 2011, the company announced a number of India initiatives, including a freeze on prices, so that products would become affordable to the mass middle class consumer, and instituted workshops for new salespeople.

One of the company’s latest programs is the Beauty That Counts Initiative. This fall, Mary Kay will donate $1 from each sale of limited edition Beauty That Counts Creme Lipsticks to The Mary Kay Foundation in its efforts to end domestic violence.

Mary Kay has long been known for rewarding top sellers with an iconic pink Cadillac, but that tradition changed this year when the company revealed a new choice to its fleet of prize automobiles: a shiny, black Ford Mustang.

Mary Kay’s Thinking of You fragrance was a finalist in this year’s HBA International Package Design Awards for Fragrance Mass.

Beauty Sales: $2.5 billion

Major Products: Skin care, color, body care, sun care and fragrance marketed under the Mary Kay and TimeWise brand names.

New Products: Mary Kay Thinking of You Eau de Parfum, TimeWise Body Targeted-Action Toning Lotion, TimeWise Body Hand and Décoletté Cream Sunscreen SPF 15, Velocity Skin Care, MKMen Cooling After-Shave Gel.

Comments: Despite the fact that Mary Kay products are sold in more than 35 markets worldwide, and the global Mary Kay independent sales force exceeds 2 million, sales dipped 3% last year. But direct sellers also have their sights focused on future growth in global markets. In March, Mary Kay announced plans to expand product development and infrastructure in India, and will reportedly invest approximately $20 million over the next five years. Mary Kay entered India in 2007 and currently has 4,000 direct sellers in the country. It entered the market in Singapore in 2009.

The company produces more than 200 products in its manufacturing facilities in Dallas, Texas, and Hangzhou, China.

Over the years, the company has been involved in an array of programs in support of women, particularly educating women about domestic violence. In March, Mary Kay received the first ever “Do Good” stamp from Ladies’ Home Journal, for “making the world a better place.”

This year, in speaking with directors of women’s shelters, the company ascertained that the downturn in the U.S. economy has resulted in an increase in domestic violence. In response, The Mary Kay Foundation has awarded $3 million in grants to 150 domestic violence shelters in need nationwide.

Beauty Sales: $2.6 billion

Major Products: Skin care, color, body care, sun care and fragrance marketed under the Mary Kay and TimeWise brand names.

New Products: TimeWiseReplenishing Serum+C, Mary Kay Eyesicles Eye Color, Mary Kay Facial Highlighting Pen, Mary Kay Eau de Toilette Fragrances and Body, MKMen Body Spray, Mary Kay Eau de Toilette Shower Gels and Sugar Scrubs.

Consumers report good results after using Mary Kay’s TimeWise Replenishing Serum+C.

Comments: Mary Kay, one of the largest direct sellers of skin care and color cosmetics, realized another year of record results in 2008. Sales rose more than 8%, reaching $2.6 billion in wholesale sales worldwide. Mary Kay products are sold in more than 35 markets worldwide, and the global Mary Kay independent sales force now exceeds 2 million.

The economy has helped the direct seller with recruitment. Mary Kay has seen a surge of women interested in starting their own business, resulting in a 22% increase in independent sales force members in Q1 2009 compared to Q1 2008.

In March, Mary Kay expanded into Singapore. In October, The Mary Kay Virtual Makeover tool launched around the world, and in May, the company introduced an option especially for brides.

The Mary Kay Foundation donated $3 million to domestic violence shelters nationwide in light of the downturn in the economy.

Beauty Sales: $2.4 billion

Products/Brands:  TimeWise Miracle Set, Satin Hands Pampering Set, MKMen Skin Care Collection, Velocity Facial Cleanser and Moisturizer, Sun Care Collection.

New Products: Compact Pro, Mineral Powder Foundation, Mineral Powder Products, Body Care Collection, MKMen Body Spray and four new eau de toilette fragrances for women.

Comments: Mary Kay, one of the world’s leading direct sellers of color cosmetics, skin care and fragrance, celebrates its 45th anniversary this year, on the heels of 2007 sales of $2.4 billion, up from $2.25 billion in 2006. The Mary Kay sales force now reaches more than 35 markets through 1.8 million independent beauty consultants. The product lineup includes more than 200 items in facial skin care, color cosmetics, body care, sun protection and fragrance.

Mary Kay’s new line of mineral powder products. It replaces all previous MK compacts and features a customizable refill system that is eco-friendly.

At the end of 2007 and beginning of 2008, Mary Kay celebrated what it calls “the most important product introduction in the company’s history” with the Mary Kay Compact and
a whole new line of mineral powder products.  It replaces all previous company compacts and offers women the convenience of customization, as well as an innovative refill system that is
eco-friendly.

Abroad, Mary Kay entered India in September—exactly 44 years after Mary Kay Ash opened her company in the U.S. After receiving a positive response from the Indian market, Mary Kay announced the launch of its PureWhite range, designed specially for Indian skin type. Now, Mary Kay is the cosmetics partner of Miss India Worldwide Pageant 2008, held in New Delhi.

The new MK compact has propelled the company into what looks to be a healthy 2008, and spotlights Mary Kay’s new slogan of “Pink Doing Green.” In another beneficent cause, this past May, Mary Kay introduced a first-of-its kind Mary Kay global campaign to enrich lives. During the Beauty that Counts promotion through the end of December, Mary Kay will donate 100% of its profits of the sale of Mary Kay Crème Lipstick in Apple Berry to change the lives of women and children around the world.  In July, Mary Kay launched a new virtual makeover on marykay.com, which allows a woman to upload a picture of her own face for a state-of-the art, personalized makeover.   This fall, Mary Kay introduces four new Mary Kay eau de toilette fragrances.