Mary Kay has unveiled its AI Foundation Finder, a revolutionary tool designed to help consumers find their perfect foundation shade in seconds. This intuitive mobile technology allows customers to scan their faces with their phones, receiving personalized shade recommendations instantly.
At the same time, the tool empowers Mary Kay’s independent beauty consultants to guide customers more effectively, reinforcing the brand’s mission of combining innovation with personal beauty expertise.
This marks the first AI-powered foundation finder in the direct selling industry. The technology is based on a scientifically developed scale that captures a diverse and inclusive understanding of human skin tones. By analyzing skin tone through a mobile camera and comparing it with the RGB values of Mary Kay foundation products, the tool provides accurate matches across the Mary Kay Flawless Face portfolio.
Mary Kay holds exclusive rights to this AI Foundation Finder, solidifying its position as a true disruptor in direct selling and the global beauty market.
“AI Foundation Finder fuels our vision to be a beauty disruptor in the direct selling space and beyond,” said Dr. Lucy Gildea, Mary Kay’s Chief Brand and Scientific Officer.
The launch aligns with the rising global demand for tech-enabled, hyper-personalized beauty solutions. For three consecutive years (2023–2025), Euromonitor International ranked Mary Kay as the #1 Direct Selling Brand of Skin Care and Color Cosmetics in the World.
This new innovation highlights the company’s ongoing commitment to digital transformation, inclusivity, and empowering beauty entrepreneurs worldwide.
The AI Foundation Finder has launched in select markets and will expand globally in the coming months, bringing personalized foundation matching to millions of customers around the world.
Founded in 1963 by Mary Kay Ash, the company has been empowering women for over 60 years. With millions of independent beauty consultants in more than 35 countries, Mary Kay remains committed to innovation, mentorship, sustainability, and community impact.
The brand continues to invest in cutting-edge beauty science while supporting women impacted by cancer and domestic abuse, protecting the planet, and inspiring future generations.
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