Mary Kay, a renowned beauty and entrepreneurship company, has announced the appointment of Tara Eustace as its new Chief Opportunity and Sales Officer.
A seasoned leader and long-time executive at Mary Kay, Eustace will spearhead the Global Opportunity and Sales division, ensuring that the “Mary Kay Opportunity” remains at the heart of the company’s entrepreneurial initiatives. In her new role, she will oversee all Mary Kay regions, working closely with regional presidents and general managers across more than 40 global markets.
Eustace’s leadership will focus on enhancing the experience of Independent Beauty Consultants (IBCs), empowering them to serve as personal beauty advisors for Mary Kay’s products, brand, and business opportunities. With a strong emphasis on growth, she aims to attract the next generation of entrepreneurs to Mary Kay’s dynamic business model.
To achieve this vision, Eustace and her team will leverage cutting-edge digital tools, e-commerce solutions, and upskilling initiatives. By embracing technology, they will create new opportunities for IBCs to connect with customers across various digital platforms and channels.
Her strategic approach will also streamline global sales operations, prioritizing four key areas:
Through these initiatives, Eustace is committed to strengthening Mary Kay’s global presence, enabling more women worldwide to build successful businesses on their own terms.
“Tara and her team are on a mission to reignite passion for the Mary Kay Opportunity, keeping it at the core of everything we do,” said Ryan Rogers, CEO of Mary Kay.
“With her visionary leadership and entrepreneurial spirit, Tara has successfully led Mary Kay into new markets and will play a crucial role in shaping the future for our Independent Beauty Consultants. By integrating technology and enhancing the customer experience, she is set to elevate our position in both the beauty and direct-selling industries.”
Eustace’s leadership has been instrumental in Mary Kay’s expansion, particularly in Europe, where she spearheaded recent market entries into Hungary (2023) and Kyrgyzstan (2024). Over her 30-year career, she has been a driving force in reshaping direct selling, helping millions of women achieve personal and financial growth.
Reflecting on her new role, Eustace shared:
“When Mary Kay Ash founded this company, she believed in creating opportunities that could change women’s lives. I am excited to drive innovation, empower our Independent Beauty Consultants, and connect the next generation to a rewarding and sustainable business model.”
She added,
“Each Independent Beauty Consultant is a small business owner who directly benefits from selling Mary Kay products. When customers choose to buy from them, they are not just purchasing a product—they are supporting a family and a dream.”
Eustace holds a Bachelor of Arts degree in Russian Studies and International Relations from the University of Virginia. She is also a member of the European Direct Selling Association’s (Seldia) CEO Council Board.
Founded in 1963 by Mary Kay Ash, the company has been a pioneer in empowering women through business opportunities. Today, Mary Kay operates in over 35 countries with millions of Independent Beauty Consultants.
Committed to innovation, sustainability, and social impact, Mary Kay invests in groundbreaking skincare, color cosmetics, fragrances, and nutritional supplements. The brand actively supports initiatives in environmental conservation, cancer awareness, domestic violence prevention, and youth empowerment.
To learn more, visit marykayglobal.com.
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