A global leader in direct selling and skin innovation, announces the launch of its advanced AI Foundation Finder : an intuitive technology designed to help consumers effortlessly find their foundation, while enabling Mary Kay Independent Beauty Consultants to guide their clients in finding the right match, right from their phone.
A first in the direct selling industry , this AI Foundation Finder uses advanced artificial intelligence to scan a customer’s face on their mobile phone and provide personalized color recommendations in seconds. What sets this AI-powered tool apart is that it’s based on a scientifically developed scale that provides a comprehensive and nuanced understanding of human skin tone. The technology captures the user’s skin tone with its camera and then matches it to Mary Kay’s most accurate foundation shade by analyzing the user’s skin tone and the corresponding RGB values of Mary Kay foundation products . Mary Kay holds exclusive rights to the tool, making it a true disruptor in the direct selling industry .
The AI Foundation Finder fuels our vision to be a true disruptor in the direct selling industry and beyond,” said Dr. Lucy Gildea , Chief Brand & Scientific Officer of Mary Kay. “We’re a global pioneer in AI color matching, helping consumers find their foundation within the diverse range of foundation finishes in the Mary Kay® Flawless Face portfolio. Embracing beauty technology presents a unique opportunity to elevate the category and cultivate our next-generation beauty community.
The AI Foundation Finder aligns with the growing demand for hyper-personalized, technology-driven beauty solutions amid broader cultural and technological shifts. Ranked the world’s No. 1 direct-selling skincare and color cosmetics brand by Euromonitor International for three consecutive years ( 2023, 2024, and again in 2025), this launch reflects Mary Kay’s commitment to digital innovation, inclusivity, and empowering our beauty entrepreneurs globally.
The launch of our AI-powered Foundation Finder reflects an ongoing commitment to innovation in personalized beauty,” said James Whatley , Chief Information Officer at Mary Kay. “By leveraging exclusive AI technology in the direct sales channel, we can provide shade recommendations in seconds while making the consumer experience intuitive, inclusive, and enjoyable. Our Mary Kay Independent Beauty Consultants now have a powerful digital partner that will elevate their business, build customer trust, and redefine how beauty is delivered in a tech-driven world.
The tool is now available in select markets and will be rolled out globally in the coming months. For more information, please visit here .
Highlights of the AI Foundation Finder:
- Beauty technology : The user’s camera records real-time tracking of the user’s video or images with accurate detection of 151 facial features.
- Inclusivity : The Mary Kay AI Foundation Finder is based on a patented 10-shade scale, designed to accurately represent a wide range of human skin tones, with inclusivity and precision in mind.
- Performance : In our consumer tests, 83% of consumers indicated they were likely to purchase their recommended match. In Mary Kay Independent Beauty Consultant (IBC) tests, 100% of Mary Kay IBCs indicated they were very likely to use the tool in their business.
- Accessibility : AI Foundation Finder is integrated into the online shopping experience and can be accessed at www.marykay.com or through the iCatalog . Consumers can easily scan and instantly find the foundation that suits them.
- Privacy : AI Foundation Finder does not store or process any biometric data.
Over Mary Kay
One of the original glass ceiling breakers, Mary Kay Ash founded her beauty brand in Texas in 1963 with one goal: to enrich women’s lives. That dream blossomed into a global company with millions of independent sales team members in over 40 countries. For more than 60 years, the Mary Kay opportunity has given women the power to shape their own futures through education, mentorship, advocacy, and innovation. Mary Kay is committed to the science behind beauty and to the manufacturing of cutting-edge skin care, color cosmetics, nutritional supplements, and fragrances. Mary Kay believes in preserving our planet for future generations, protecting women affected by cancer and domestic violence, and encouraging young people to follow their dreams. Learn more at marykayglobal.com .
