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:

Mary Kay Ukraine has introduced Beauty Is More Beautiful Shared™, a global initiative focused on celebrating women who encourage, inspire, support, and empower one another.

The campaign is built around Mary Kay's long-standing view that beauty extends well beyond physical appearance. It encompasses confidence, compassion, personal connection, and the positive influence that can emerge when women share their experiences, knowledge, time, and encouragement.

The Beauty Is More Beautiful Shared™ initiative highlights the importance of meaningful relationships in personal development and overall well-being. Through personal stories, shared experiences, and community-based activities, Mary Kay Ukraine aims to create more opportunities for women to connect and support each other. The initiative also reflects the company's commitment to helping women identify their potential, pursue their ambitions, and achieve success together.

In Ukraine, the campaign will include social initiatives as an important part of its overall program.

“Beauty Is More Beautiful Shared™ reflects who we are and what has always mattered to Mary Kay: women supporting women,” said Ryan Rogers, Chief Executive Officer of Mary Kay Inc. “As we enter our next phase of growth, we celebrate and empower every Mary Kay woman, from our Independent Beauty Consultants to their customers. Beauty Is More Beautiful Shared™ is more than a campaign; it is a movement.”

For Viktoriia Zoria-Iatsenko, General Manager of Mary Kay Ukraine, the campaign has particular relevance in the Ukrainian context.

“In Ukraine, beauty has always meant more than what we see in the mirror. It is a source of confidence, resilience, and opportunity that empowers women to move forward, even in the face of challenges,” she said. “That is why the Beauty Is More Beautiful Shared™ campaign resonates so strongly with us. When women share encouragement, knowledge, and opportunity, they create a powerful community that helps everyone thrive. Through entrepreneurship, education, and social initiatives, Mary Kay is committed to helping more women and girls unlock their potential and shape their futures with confidence.”

Bringing the Campaign to Communities
Mary Kay plans to activate Beauty Is More Beautiful Shared™ globally through a range of consumer engagement initiatives. The activities are centered on the company's belief that beauty can have a greater impact when it is shared through confidence, encouragement, support, and opportunities for others.

In Ukraine, the campaign will feature prominently at major city events and festivals through interactive beauty spaces. Mary Kay will also work with media organizations to introduce audiences to the ideas and values behind the initiative.

Social impact programs will form an important part of the Ukrainian campaign, including:

Mary Kay Ukraine: Selected Recognition
Mary Kay Ukraine has received a number of industry and business distinctions in recent years:

Today, Mary Kay operates across 40 markets worldwide, continuing its focus on beauty, entrepreneurship, community engagement, and opportunities for women.

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:

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