Mary Kay Ranks 9 on Forbes 2025 Best Brands for Social Impact
In July, Mary Kay Inc. revealed that it has once again earned a spot on Forbes’ prestigious list, ranking 9 on the 2025 Best Brands for Social Impact—making it the only beauty and direct-selling brand featured in the Top 10 for the second consecutive year.
To compile its third annual Social Impact list, Forbes collaborated with the data analytics firm HundredX. The ranking was determined through consumer surveys evaluating brands based on values, social responsibility, sustainability efforts, and community engagement. The final list of 300 brands was shaped by over 4.4 million ratings from consumers, covering 3,900 brands in total.
This recognition aligns closely with Mary Kay’s Pink Changing Lives initiative, a comprehensive giving platform that underscores the company’s mission to empower women globally. In an interview with Forbes, Dr. Lucy Gildea, Mary Kay’s Chief Brand and Scientific Officer, highlighted the brand’s long-standing commitment to women’s causes and its ongoing efforts to create pathways for women to thrive and lead.
FORBES: What makes Mary Kay resonate so strongly with its customers?
Lucy Gildea: Mary Kay was founded on the belief in enriching women’s lives through a scientifically backed product range and a mission rooted in women’s empowerment and environmental stewardship. More than 60 years later, this vision remains a winning formula—meeting global consumer needs while safeguarding our planet and its people. As Chief Brand and Scientific Officer, my role is to inspire our current customers and Independent Beauty Consultants while introducing a new generation to fall in love with Mary Kay.
FORBES: What key social impact and sustainability initiatives from 2024 to now have helped strengthen customer loyalty?
Lucy Gildea: Sustainability—spanning economic, social, and environmental dimensions—has been at the core of Mary Kay’s ethos for over six decades.
Founded in 1963 by Mary Kay Ash, the company was built on a mission to provide women with entrepreneurial and leadership opportunities. That legacy continues today, with 60% of the executive leadership team being women. Mary Kay also prioritizes advancing women in the workplace—62% of its global R&D team and 81% of its Global Brand Marketing and Creative Studio team are female.
Dr. Gildea further shared examples of Mary Kay’s dedication to social impact and sustainability:
To compile its third annual Social Impact list, Forbes collaborated with the data analytics firm HundredX. The ranking was determined through consumer surveys evaluating brands based on values, social responsibility, sustainability efforts, and community engagement. The final list of 300 brands was shaped by over 4.4 million ratings from consumers, covering 3,900 brands in total.
This recognition aligns closely with Mary Kay’s Pink Changing Lives initiative, a comprehensive giving platform that underscores the company’s mission to empower women globally. In an interview with Forbes, Dr. Lucy Gildea, Mary Kay’s Chief Brand and Scientific Officer, highlighted the brand’s long-standing commitment to women’s causes and its ongoing efforts to create pathways for women to thrive and lead.
FORBES: What makes Mary Kay resonate so strongly with its customers?
Lucy Gildea: Mary Kay was founded on the belief in enriching women’s lives through a scientifically backed product range and a mission rooted in women’s empowerment and environmental stewardship. More than 60 years later, this vision remains a winning formula—meeting global consumer needs while safeguarding our planet and its people. As Chief Brand and Scientific Officer, my role is to inspire our current customers and Independent Beauty Consultants while introducing a new generation to fall in love with Mary Kay.
FORBES: What key social impact and sustainability initiatives from 2024 to now have helped strengthen customer loyalty?
Lucy Gildea: Sustainability—spanning economic, social, and environmental dimensions—has been at the core of Mary Kay’s ethos for over six decades.
Founded in 1963 by Mary Kay Ash, the company was built on a mission to provide women with entrepreneurial and leadership opportunities. That legacy continues today, with 60% of the executive leadership team being women. Mary Kay also prioritizes advancing women in the workplace—62% of its global R&D team and 81% of its Global Brand Marketing and Creative Studio team are female.
Dr. Gildea further shared examples of Mary Kay’s dedication to social impact and sustainability:
- Supporting the next generation of women in STEM through nearly 40 grants awarded worldwide.
- Investing over $230 million in charitable programs that focus on women’s empowerment, cancer research, and the fight against domestic violence—positively impacting millions of lives.
- Driving sustainability efforts across operations, from reducing water consumption in global manufacturing facilities to a 38-year partnership with The Nature Conservancy to protect Gulf of Mexico wetlands, restore coral reefs, and promote marine biodiversity.
- Committing to environmental conservation by using sustainable paper sources, partnering with the Arbor Day Foundation to plant over 1.4 million trees globally.
- Prioritizing responsible ingredient sourcing, with 80% of shea butter and 93% of palm oil certified, while adopting recyclable and biodegradable materials for packaging.
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