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:

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:

Few companies in the direct-selling industry can match Mary Kay’s combination of heritage, cultural influence and worldwide recognition. Even rarer is a company guided by a third-generation leader with such a personal connection to its origins. In a recent interview with Direct Selling News, Ryan Rogers, CEO of Mary Kay and grandson of the company’s legendary founder, Mary Kay Ash, shared an insider’s perspective on the brand’s journey, core principles and the strategies driving its next phase of growth.

Drawing on personal memories of his grandmother and the high standards she established, Rogers also discussed Mary Kay’s approach to innovation, digital transformation and modern leadership. His comments highlight how the company remains firmly grounded in its original purpose while embracing new opportunities and technologies. The message is clear: protecting a legacy does not mean standing still—it means building on it thoughtfully and purposefully.

As Mary Kay adapts to the changing worlds of direct selling and beauty, the company is bringing together entrepreneurship, technology and a strong sense of community to shape its future. Rogers’ insights offer a compelling perspective on how a globally recognized brand can respect its history while continuing to evolve and pursue new avenues for success.