Daily CSR https://www.dailycsr.com/ 2026-10-11T01:40:25+02:00 Webzine Maker https://www.dailycsr.com/favicon.ico Mary Kay Launches Global Beauty Campaign in Brazil 2026-10-06T15:45:00+02:00 https://www.dailycsr.com/Mary-Kay-Launches-Global-Beauty-Campaign-in-Brazil_a6194.html https://www.dailycsr.com/photo/art/imagette/98284714-68511087.jpg 2026-10-06T15:43:00+02:00 Debashish Mukherjee Mary Kay Launches Global Beauty Campaign in Brazil
Mary Kay Inc. has introduced “Beauty Is More Beautiful Shared™,” its largest global consumer campaign to date, with Brazil serving as one of the initiative’s key launch markets.

The campaign is being introduced across 40 markets worldwide and is designed to connect Mary Kay with a new generation of consumers. At its core is an idea that has been central to the company for more than 60 years: beauty has greater meaning when confidence, inspiration, and opportunities are shared with others.

As social media algorithms and individual validation increasingly influence perceptions of beauty, the campaign emphasizes human connection and collective empowerment. It highlights the impact women can have when they support and encourage one another, while providing a new global expression of Mary Kay’s purpose of enriching women’s lives and building meaningful relationships through beauty.

“Beauty Is More Beautiful Shared reflects who we are and the principles we have represented throughout our history: women supporting women,” said Ryan Rogers, Chief Executive Officer of Mary Kay Inc. He added that the campaign is part of the company’s next phase of growth and is intended to recognize and empower everyone within the Mary Kay community, including Independent Beauty Consultants and customers. According to Rogers, the initiative represents more than a marketing campaign and is intended as a broader movement.

Mary Kay Activates Campaign Across Brazil
Mary Kay Brazil combined a social-first strategy with high-profile consumer events and experiences intended to encourage interaction and build community. Throughout September, digital advertising, social media content, influencer collaborations, and consumer-facing activities worked together to expand awareness and generate engagement across the country.

The Brazilian rollout included several major activities:
  • September 1-3: Mary Kay launched a teaser initiative across six major cities — São Paulo, Rio de Janeiro, Belo Horizonte, Recife, Curitiba, and Florianópolis. Unbranded outdoor advertising was used to create curiosity ahead of the campaign’s official reveal.
  • September 1-6: São Paulo landmark Roda Rico was illuminated in connection with the campaign, serving as a highly visible representation of its themes of connection and shared beauty.
  • September 4: Mary Kay was officially revealed as the campaign brand, with the hero film debuting on Netflix and reaching audiences throughout Brazil for an entire month.
  • September 4: Influencers, members of the media, and Mary Kay Independent Beauty Consultants attended an exclusive launch event at Beauty Land, celebrating the campaign and the community behind the brand.
  • September 5-6: Beauty Land opened to the public against the backdrop of Roda Rico. The experience included interactive beauty activities, product discovery opportunities, and wellness-focused experiences designed around connection and inclusion.
A key feature of Beauty Land was the introduction of the new Mary Kay TimeWise® 3D Foundation, created to provide performance across a broad range of skin tones while promoting confidence and inclusivity.

New TimeWise 3D Foundation
The reformulated TimeWise 3D Foundation is available in 45 skin tone-true shades, with consumers able to choose between matte and luminous finishes.

Mary Kay developed the foundation using its proprietary IntelliMatch Technology, which draws on more than 3,000 real skin-tone data points to improve shade matching. The company says the technology is intended to provide a natural-looking match while making the process of selecting a foundation shade easier.

Consumers can also use Mary Kay’s AI-powered Foundation Finder, an award-winning digital tool designed to help shoppers identify a suitable foundation shade.

“Beauty Is More Beautiful Shared™ represents an important part of what distinguishes Mary Kay,” said Sergio França, General Manager of Mary Kay Brazil. He noted that the company’s business has been built around relationships, trust, and women helping one another achieve more. According to França, the Brazilian campaign brings those principles to a national audience through landmark installations, digital channels, and in-person experiences designed to build confidence and community.

Sharing Beauty as a Source of Empowerment
The global campaign reflects Mary Kay’s long-standing view that beauty can have a broader impact when people share their confidence, knowledge, and support. Through its Brazilian launch and rollout in markets around the world, the company is encouraging a new generation to view beauty not simply as an individual experience, but as something capable of creating stronger connections and greater collective impact.

Mary Kay’s Recent Rankings and Recognition
The company also highlighted several recent rankings and market achievements:
  • Mary Kay placed No. 8 among 5,500 brands in Forbes’ 2026 Best Brands for Social Impact ranking, improving from No. 9 in 2025. It was the only beauty company in the Top 15 and the only direct-selling organization included on the list.
  • Mary Kay ranked No. 2 in Forbes’ 2026 Best Customer Service ranking, a significant improvement from No. 93 in 2025. The company was the only beauty brand in the Top 15 and the only direct-selling company in the Top 50.
  • Euromonitor International named Mary Kay the No. 1 direct-selling skincare and color cosmetics brand globally for four consecutive years, covering 2023 through 2026.
  • Mary Kay holds the position of No. 1 facial makeup and lip products brand in Latin America.
  • In Brazil, Mary Kay ranked No. 1 for overall Beauty Consultant satisfaction.
  • The company was also ranked the No. 1 makeup brand for face makeup in Brazil.

]]> Mary Kay Accelerates Digital Transformation and Beauty Innovation 2026-08-25T14:07:00+02:00 https://www.dailycsr.com/Mary-Kay-Accelerates-Digital-Transformation-and-Beauty-Innovation_a6082.html https://www.dailycsr.com/photo/art/imagette/97806631-68082212.jpg 2026-08-25T13:53:00+02:00 Debashish Mukherjee 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.

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