Mary Kay Accelerates Digital Transformation and Beauty Innovation

Mary Kay Inc., a globally recognized beauty and entrepreneurship company, is marking a series of significant business developments as it evolves its brand, technology and opportunities for the next generation. In a statement, Ryan Rogers, Chief Executive Officer of Mary Kay, said: “Mary Kay is entering a new chapter. We are combining investment in technology and scientific research with the personal relationships and community that have long defined our brand. The introduction of Mary Kay My Shop, advances in product innovation and our continued focus on purpose demonstrate the progress of this transformation. With more than six decades of entrepreneurial heritage behind us, we are reshaping how consumers discover, purchase and engage with Mary Kay while creating new avenues for Independent Beauty Consultants to succeed in an increasingly digital marketplace. Our leaders across the organization are turning ambitious ideas into strategic growth and building long-term value for future generations.” MARY KAY MY SHOP: A NEW DIGITAL PATH TO THE BRAND

• Mary Kay My Shop represents a major step in the company’s digital evolution, making it easier for consumers to discover and purchase products while providing the convenience and flexibility expected by digitally native shoppers. The platform also enables customers to connect with an Independent Beauty Consultant when they want personalized assistance.
• Built as a cloud-first integrated platform, My Shop provides Independent Beauty Consultants with personalized online storefronts linked to Mary Kay’s e-commerce, payment, fulfillment and social media capabilities. This allows consultants to engage customers across in-person, online and social channels. The approach reflects the growing importance of mobile commerce, which now accounts for more than 62% of beauty sales. Consumers can explore the experience through the Mary Kay website.
• Initially introduced in the United States and Germany in 2025, My Shop expanded into Canada, Mexico and Spain during summer 2026, with further international markets being added progressively.

SMARTER, MORE INCLUSIVE BEAUTY INNOVATION Mary Kay is also advancing its vision of modern beauty with products developed around contemporary lifestyles, including intelligent skin care, more inclusive complexion solutions, expressive makeup and wellness products.

• Skin care at the forefront: Mary Kay Clinical Solutions® Barrier Restore 1:1:3 combines fatty acids, ceramides and cholesterol in a patented ratio designed to support the skin barrier. Mary Kay Hydrating Cream Mask provides convenient, no-rinse hydration, while TimeWise 3D Foundation offers 36 shades designed to deliver skin-tone-true matching and skin-focused performance.
• An eye-care essential duo: Lash Love Fanorama Define+Lift Mascara provides definition and lift, while Mary Kay Oil-Free Eye Makeup Remover allows users to remove eye makeup easily and refresh their look.
• More responsible packaging and sourcing: Mary Kay is working to lower its use of virgin plastic, increase recycled content and develop packaging designed for improved recyclability. For example, the TimeWise Targeted-Action Toning Lotion bottle contains 94% post-consumer recycled material. The company also promotes responsible sourcing of shea and palm oils through the Global Shea Alliance and the Roundtable on Sustainable Palm Oil. More details are available in Mary Kay’s 2026 Sustainability Report.
• Beauty technology: Mary Kay’s AI-enabled Foundation Finder uses facial scanning technology on mobile devices to recommend foundation shades. The system analyzes 151 facial feature points and produces personalized shade suggestions within seconds.
• The Foundation Finder is available internationally and has received significant industry recognition.

MARY KAY GLOBAL SOCIAL SQUAD BUILDS A NEW CREATOR COMMUNITY Introduced in March 2026, the Mary Kay Global Social Squad is a strategic pilot aimed at supporting emerging digital creators while deepening relationships between the brand and beauty consumers worldwide.

• The initiative gives Independent Beauty Consultants an opportunity to develop as authentic social creators, producing engaging content around product education, beauty inspiration and current trends.
• The first cohort includes more than 70 creators operating across 15 markets in four regions: North America, Asia Pacific, Latin America and Europe.
• By combining creator education with community building, Mary Kay is developing a social-first network designed to increase product discovery and introduce the brand to new audiences.

Connecting With the Next Generation of Entrepreneurs Inspired by Mary Kay Ash’s long-standing belief in women supporting one another, Mary Kay continues to bring together consumers and entrepreneurs who want to build businesses, contribute to their communities and pursue a greater sense of purpose. The company’s business opportunity combines digital tools with personal relationships and community, aligning with characteristics increasingly associated with Gen Z entrepreneurs, including technological confidence, flexibility and a desire for meaningful connections. Gen Z accounted for 9% of businesses launched in the United States in 2025, while more than half of Gen Z adults have seriously considered becoming entrepreneurs. Sales Events Become Social-First Experiences Mary Kay continues to bring its community together through established events such as Seminar and Leadership Conference, which recognize business accomplishments and strengthen relationships across markets. At the same time, these gatherings are evolving into technology-enabled, social-first experiences designed to support today’s beauty entrepreneurs. Beyond celebrating achievements, the events provide Independent Beauty Consultants with opportunities to develop social media capabilities, learn about e-commerce and use digital tools to build and expand their businesses. PURPOSE IN ACTION: PINK CHANGING LIVES Mary Kay’s global community is built around purpose, trust and belonging, helping the brand maintain relevance across generations. That commitment is reflected in Pink Changing Lives, the company’s global social impact initiative. Since its launch in 2008, the program has provided more than $230 million in monetary and in-kind support to improve the lives of women and their families. Its efforts include advancing cancer research, supporting survivors of domestic violence and creating pathways to economic empowerment around the world. STRONG GLOBAL BRAND RECOGNITION Mary Kay continues to receive recognition across the beauty, customer experience and social impact sectors:

• Euromonitor International named Mary Kay the #1 Direct Selling Brand of Skin Care and Color Cosmetics in the World for four consecutive years, from 2023 through 2026.
• Mary Kay rose to #2 on Forbes’ 2026 Best Customer Service ranking, up substantially from #93 in 2025. It was the only beauty brand among the Top 15 and the only direct-selling company in the Top 50.
• Mary Kay placed #8 among 5,500 brands in Forbes’ 2026 Best Brands for Social Impact ranking⁵, improving on its #9 position in 2025. It was the only beauty brand in the Top 15 and the sole direct-selling company included on the list.
• Mary Kay also ranked #13 in Happi’s Top 50 U.S. Companies 2026 Report.

WOMEN CONTINUE TO PLAY A CENTRAL ROLE Women hold a substantial proportion of leadership, scientific, creative and workforce positions throughout Mary Kay. Women account for 63% of the executive team, 64% of research and development scientists, 79% of the global brand and global creative team, and 63% of the company’s global workforce. Women also occupy 60% of leadership positions across Mary Kay’s 10 largest markets.