Mary Kay has launched its new global Beauty Is More Beautiful Shared™ campaign. The campaign is the company’s largest consumer-facing campaign to date. It will roll out across 40 markets worldwide. Mary Kay says the strategy aims to connect with younger consumers while highlighting beauty, community and shared experiences.
The new campaign focuses on connection and community. Mary Kay wants to present beauty as a shared experience rather than an individual activity. The campaign will use social media, digital platforms, influencers and real-world events. Experiential events will also target Gen Z consumers in major markets.
Ryan Rogers is the current CEO of Mary Kay Inc. He became CEO in January 2023. Rogers is also a member of the founding Ash family and is the grandson of Mary Kay founder Mary Kay Ash. Before becoming CEO, he served as Mary Kay’s Chief Investment Officer and worked on strategic investments and financial planning.
Mary Kay was founded in 1963 by Mary Kay Ash. The company built its business around beauty products and independent entrepreneurship. It grew through a direct-selling model supported by Independent Beauty Consultants. Today, Mary Kay continues to combine beauty products with a business opportunity for independent consultants. Its current consultant program offers retail profit and access to discounted products.
Mary Kay continues to sell skincare, makeup and wellness-related beauty products. Recent launches include the reformulated TimeWise 3D Foundation, which comes in 36 shades. The company is also investing in digital transformation and global beauty innovation. Its new campaign is designed to increase consumer awareness while directing customers toward Independent Beauty Consultants and their digital storefronts.
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