Mary Kay Accelerates Beauty Innovation and Digital Transformation

Mary Kay announced transformative business milestones, inviting the next generation to engage with a modernized Mary Kay.

Statement from Ryan Rogers, Chief Executive Officer of Mary Kay:

“We are re-defining the moment for Mary Kay. We are investing in technology and research to create seamless digital experiences while preserving the personal connections and sense of community that have always set Mary Kay apart. From the launch of Mary Kay My Shop to next-generation product innovation and purpose-driven impact, each milestone reflects the momentum behind our transformation. Building on more than 60 years of entrepreneurial legacy, we are reimagining how consumers engage with Mary Kay, meeting them wherever they connect, shop and share, while expanding opportunities for our Independent Beauty Consultants to thrive in a fast-moving digital world. Led by transformational leaders across the organization, Mary Kay is turning bold ambition into strategic growth, creating lasting value for generations of stakeholders.”

MARY KAY MY SHOP: TRANSFORMING HOW ONLINE SHOPPERS ACCESS THE BRAND EXPERIENCE

• Mary Kay My Shop is a digital evolution that optimizes consumers’ buying experiences to meet the needs of a digitally native generation who expect convenience, choice and seamless interactions. My Shop not only streamlines purchasing Mary Kay products directly online, it also makes it easy to connect with an Independent Beauty Consultant for personalized service.
• My Shop is a cloud-first integrated platform that also equips Independent Beauty Consultants with new personalized online storefronts connected to Mary Kay’s e-commerce, payment, fulfillment and social media capabilities, allowing them to meet customers where they are, whether in person, online, or through social platforms. That flexibility is essential in today’s marketplace, where mobile commerce accounts for over 62% of beauty sales. To explore, visit the Mary Kay website.
• Launched in the United States and Germany in 2025, My Shop expanded to Canada, Mexico and Spain in summer 2026 and is being progressively rolled out across global markets.

SMART, INCLUSIVE BEAUTY INNOVATION MEETING NEXT-GEN ROUTINES

• Mary Kay is defining modern beauty with a portfolio designed for the way consumers live and get ready today. The Mary Kay lineup spans intelligent skin care, inclusive complexion innovation and makeup made for effortless self-expression and wellness solutions that complement any beauty routine, meeting next-gen consumers wherever they are in their beauty journey and daily lives.
• Skin care first: Mary Kay Clinical Solutions® Barrier Restore 1:1:3 uses a patented ratio of fatty acids, ceramides and cholesterol to support the skin barrier, while Mary Kay® Hydrating Cream Mask offers no-rinse moisture on the go. TimeWise® 3D Foundation delivers a true-to-you match performance in 36 skin tone-true shades and skin-first performance.
• An iconic eye duo: From bold definition to effortless removal, Lash Love Fanorama® Define+Lift Mascara and Mary Kay® Oil-Free Eye Makeup Remover help beauty lovers create, express, and easily refresh any look.
• Responsible product packaging and ingredient sourcing: Mary Kay is reducing plastic intensity, increasing recycled content and advancing recycle-ready packaging, including a TimeWise® Targeted-Action® Toning Lotion bottle with 94% post-consumer recycled. Mary Kay also supports responsible Shea and Palm oil sourcing through the Global Shea Alliance and the Roundtable on Sustainable Palm Oil.
• Beauty Tech: To personalize product recommendations and enhance customer experience, Mary Kay’s AI-powered Foundation Finder uses advanced artificial intelligence to scan a customer’s face on their mobile phone and provide personalized foundation shade recommendations in just seconds with precise detection of 151 facial feature points.
• Available around the world, Mary Kay’s Foundation Finder has already garnered top-tier recognition.

MARY KAY GLOBAL SOCIAL SQUAD: ACTIVATING A GLOBAL COMMUNITY OF EMERGING SOCIAL CREATORS

• Launched in March 2026, the Mary Kay Global Social Squad is a strategic pilot empowering a new generation of digital storytellers and strengthening connections with beauty lovers worldwide.
• The program empowers Independent Beauty Consultants to become authentic social creators, sharing product education, beauty inspiration and the latest beauty trends through relevant, high-quality content. The inaugural pilot brings together more than 70 creators in 15 markets across four regions: North America, Asia Pacific, Latin America, and Europe.
• By investing in creator education and community, Mary Kay is building a social-first network that expands brand and product discovery, bringing Mary Kay closer to consumers around the world.

ENTREPRENEURIAL RENAISSANCE

• Appealing to Next-Gen Entrepreneurs: Built on Mary Kay Ash’s belief in the power of women supporting women, Mary Kay connects consumers and entrepreneurs who want to grow, give back and be part of something bigger than themselves. Purpose-driven and blending digital and personal connection, the Mary Kay business opportunity aligns with Gen Z’s entrepreneurial ambitions, tech fluency and strong desire for community. Gen Z represented 9% of U.S. businesses started in 2025¹. More than half of Gen Z adults have seriously considered starting a business, highlighting a powerful appetite for flexible paths to entrepreneurship².
• Social First Events: Mary Kay continues to invest in iconic sales force events such as “Seminar” and “Leadership Conference” bringing the Mary Kay community together across markets to celebrate business achievements and strengthen meaningful connections. Events are also evolving into social-first, tech-enabled experiences built for beauty entrepreneurs. More than events, these are launchpads for the next generation, equipping independent sales force members with social media expertise, e-commerce education and smart digital tools to connect, grow and lead.