In 1963, Mary Kay Ash launched her legendary company with a courageous vision: to open doors for women to become entrepreneurs and leaders, guided by her enduring mission to “enrich women’s lives.” For more than three decades, Tara Eustace—now the Chief Opportunity and Sales Officer at Mary Kay Inc.—has continued to advance that mission, helping women worldwide build businesses of their own and craft their personal success stories.
Tara advocates for millions of Independent Beauty Consultants around the globe, each pursuing growth, confidence, and a definition of success that reflects their own goals. Just as Mary Kay Ash inspired women of the Baby Boomer era, today’s opportunity resonates with younger generations who value flexibility, financial independence, and purpose-driven work that contributes to social good and environmental responsibility.
With November recognized as a month celebrating entrepreneurship—encouraging individuals to start businesses, support local enterprises, and honor innovators worldwide—we sat down with Tara to explore why the Mary Kay opportunity continues to appeal to women across cultures and generations, and why it aligns so naturally with Gen Z.
Q: Happy Women’s Entrepreneurship Day, Tara! Why is women’s entrepreneurship especially meaningful to Mary Kay?
A: Women’s Entrepreneurship Day highlights the remarkable power of women transforming passion into possibility—and inspiring the next generation to do the same. It’s a force that fuels stronger communities and healthier economies. At Mary Kay, we honor women entrepreneurs every single day, celebrating the courage to dream boldly, work with purpose, and create opportunity both for themselves and for others.
Q: What has helped Mary Kay stay ahead over the years?
A: I’ve had the privilege of helping Mary Kay expand into new regions, creating avenues for women to build a business that fits their lives. What has kept us relevant is our ability to evolve while holding tight to our core belief: empowering women. Whether she’s a student, a mother, or balancing a career, Mary Kay adapts to her schedule and goals. As technology and society rapidly shift, we continue to innovate—without losing sight of our mission to help women build confidence, independence, and success.
Q: How do you stay relevant to today’s Consultants while also reaching the next generation?
A: We focus on providing tools, training, and support tailored to every stage of a Consultant’s journey. Our world-class education programs help Independent Beauty Consultants grow at their own pace and in their preferred ways. In addition to flexibility and financial opportunity, many Consultants tell us they value the personal development, life skills, and self-confidence they gain through their Mary Kay business.
When the pandemic forced an overnight shift to digital interactions, many long-time Consultants faced unfamiliar territory. We stepped in with guidance, training, and encouragement—and many of those Consultants now run successful online operations. Meanwhile, Gen Z Consultants, who were raised in the digital world, often begin online and we teach them the value of personal, face-to-face relationship building as well.
Our approach is all about balance. With global virtual sessions, events, forums, and feedback tools, we stay connected to our sales force and evolve together.
Q: How do younger Consultants and customers differ from earlier generations?
A: At the heart of our business has always been women supporting other women. Buying a Mary Kay product means investing in a woman and her small business—not just purchasing beauty items. In the 1960s, many women joined to earn extra income and find belonging. That desire for connection is just as strong today, especially as the world experiences rising loneliness.
While Gen Z may express themselves differently, they share the same drive, purpose, and values as the generations before them. The Mary Kay opportunity is a natural match for Gen Z: it offers entrepreneurial freedom, digital-first flexibility, and meaningful, purpose-driven work. They want autonomy and the ability to define success on their own terms—exactly what Mary Kay has always offered.
Q: Mary Kay has always emphasized personal relationships. How do you balance that with the rise of technology and social selling?
A: We equip Consultants with the tools they need to connect however works best for them and their customers. Some excel with in-person interactions; others thrive online. One Consultant said, “I meet people online, but I keep my car keys ready to meet them in person.” That perfectly captures our hybrid approach. There is no single “correct” way to run a Mary Kay business. Our role is to provide the technology, training, and resources to help Consultants succeed in every environment—whether that’s online, in person, or a mix of both.
Q: How do you view competition, particularly with so many direct-to-consumer and online beauty brands?
A: What truly distinguishes us is our Independent Beauty Consultants. Their deep product knowledge, passion, and genuine care make them exceptional personal beauty advisors. They deliver customized recommendations and one-on-one guidance that customers can’t replicate through online-only brands. This personalized service—combined with authentic connection—is why customers remain loyal to their Mary Kay Consultants. Being ranked #2 on the Forbes Best Customer Service Companies 2026 list reflects this unwavering commitment to our Golden Rule principles.
Q: How do you ensure the Mary Kay brand and mission translate consistently across cultures?
A: It’s been an amazing journey expanding into more than 40 markets, each with distinct cultures, languages, and economic environments. Yet our message remains consistent everywhere: a Mary Kay business provides flexible earning potential and the chance to positively influence your customers’ lives—and your own.
Success looks different for every Consultant, but our promise stays the same: you’re in business for yourself, not by yourself. That timeless support, paired with the trust in our brand, continues to resonate with women across the world.
Did You Know:
73% of direct sellers in the U.S. are women. In 2024, almost 30% of new Mary Kay Independent Beauty Consultants were under 35, and Next Gen audiences now make up 38% of the brand’s social community. In 2025, Mary Kay was recognized by Euromonitor International as the world’s #1 direct selling brand for skin care and color cosmetics—for the third year in a row. Tara advocates for millions of Independent Beauty Consultants around the globe, each pursuing growth, confidence, and a definition of success that reflects their own goals. Just as Mary Kay Ash inspired women of the Baby Boomer era, today’s opportunity resonates with younger generations who value flexibility, financial independence, and purpose-driven work that contributes to social good and environmental responsibility.
With November recognized as a month celebrating entrepreneurship—encouraging individuals to start businesses, support local enterprises, and honor innovators worldwide—we sat down with Tara to explore why the Mary Kay opportunity continues to appeal to women across cultures and generations, and why it aligns so naturally with Gen Z.
Q: Happy Women’s Entrepreneurship Day, Tara! Why is women’s entrepreneurship especially meaningful to Mary Kay?
A: Women’s Entrepreneurship Day highlights the remarkable power of women transforming passion into possibility—and inspiring the next generation to do the same. It’s a force that fuels stronger communities and healthier economies. At Mary Kay, we honor women entrepreneurs every single day, celebrating the courage to dream boldly, work with purpose, and create opportunity both for themselves and for others.
Q: What has helped Mary Kay stay ahead over the years?
A: I’ve had the privilege of helping Mary Kay expand into new regions, creating avenues for women to build a business that fits their lives. What has kept us relevant is our ability to evolve while holding tight to our core belief: empowering women. Whether she’s a student, a mother, or balancing a career, Mary Kay adapts to her schedule and goals. As technology and society rapidly shift, we continue to innovate—without losing sight of our mission to help women build confidence, independence, and success.
Q: How do you stay relevant to today’s Consultants while also reaching the next generation?
A: We focus on providing tools, training, and support tailored to every stage of a Consultant’s journey. Our world-class education programs help Independent Beauty Consultants grow at their own pace and in their preferred ways. In addition to flexibility and financial opportunity, many Consultants tell us they value the personal development, life skills, and self-confidence they gain through their Mary Kay business.
When the pandemic forced an overnight shift to digital interactions, many long-time Consultants faced unfamiliar territory. We stepped in with guidance, training, and encouragement—and many of those Consultants now run successful online operations. Meanwhile, Gen Z Consultants, who were raised in the digital world, often begin online and we teach them the value of personal, face-to-face relationship building as well.
Our approach is all about balance. With global virtual sessions, events, forums, and feedback tools, we stay connected to our sales force and evolve together.
Q: How do younger Consultants and customers differ from earlier generations?
A: At the heart of our business has always been women supporting other women. Buying a Mary Kay product means investing in a woman and her small business—not just purchasing beauty items. In the 1960s, many women joined to earn extra income and find belonging. That desire for connection is just as strong today, especially as the world experiences rising loneliness.
While Gen Z may express themselves differently, they share the same drive, purpose, and values as the generations before them. The Mary Kay opportunity is a natural match for Gen Z: it offers entrepreneurial freedom, digital-first flexibility, and meaningful, purpose-driven work. They want autonomy and the ability to define success on their own terms—exactly what Mary Kay has always offered.
Q: Mary Kay has always emphasized personal relationships. How do you balance that with the rise of technology and social selling?
A: We equip Consultants with the tools they need to connect however works best for them and their customers. Some excel with in-person interactions; others thrive online. One Consultant said, “I meet people online, but I keep my car keys ready to meet them in person.” That perfectly captures our hybrid approach. There is no single “correct” way to run a Mary Kay business. Our role is to provide the technology, training, and resources to help Consultants succeed in every environment—whether that’s online, in person, or a mix of both.
Q: How do you view competition, particularly with so many direct-to-consumer and online beauty brands?
A: What truly distinguishes us is our Independent Beauty Consultants. Their deep product knowledge, passion, and genuine care make them exceptional personal beauty advisors. They deliver customized recommendations and one-on-one guidance that customers can’t replicate through online-only brands. This personalized service—combined with authentic connection—is why customers remain loyal to their Mary Kay Consultants. Being ranked #2 on the Forbes Best Customer Service Companies 2026 list reflects this unwavering commitment to our Golden Rule principles.
Q: How do you ensure the Mary Kay brand and mission translate consistently across cultures?
A: It’s been an amazing journey expanding into more than 40 markets, each with distinct cultures, languages, and economic environments. Yet our message remains consistent everywhere: a Mary Kay business provides flexible earning potential and the chance to positively influence your customers’ lives—and your own.
Success looks different for every Consultant, but our promise stays the same: you’re in business for yourself, not by yourself. That timeless support, paired with the trust in our brand, continues to resonate with women across the world.
Did You Know:
Click here to know more about the Mary Kay Business Opportunity.