Mary Kay continues its global leadership in direct-selling beauty, earning the top ranking for the fourth straight year and reinforcing its strong presence across international markets.
Mary Kay Inc., the iconic beauty and entrepreneurship company, has once again been named the world’s No. 1 direct selling skincare and color cosmetics company by Euromonitor International, continuing its legacy of excellence for the fourth consecutive year .
“Receiving the number one spot worldwide from Euromonitor for the fourth consecutive year is a true validation of the impact of our independent beauty consultants around the globe, who fuel our success every day,” said Ryan Rogers , CEO of Mary Kay Inc. “Their entrepreneurial spirit, combined with our transformational investments in R&D and cutting-edge technologies, allows us to deliver high-performance skin and beauty solutions. This is the winning combination that makes us one of the most loved consumer brands in the world.”
Euromonitor International is the world’s leading provider of business intelligence, market analysis and consumer insights with over 50 years of market research in more than 100 countries.
“Euromonitor International’s rankings represent the highest level of performance in the global market, supported by rigorous and independent data and analysis,” said Anthony Irwin, Senior Vice President of Research, Euromonitor International . “Mary Kay’s renewed leadership in the direct selling of beauty products highlights its ability to deliver consistent value, quality, and relevance in a highly competitive global market.”
Widespread recognition:
- In addition to Euromonitor recognition, Mary Kay is regularly recognized among the world’s best beauty companies.
- In 2025 alone, Mary Kay has won 41 beauty and industry awards from around the globe, and was named 9th in Forbes’ Best Brands for Social Impact 2025 ranking out of 3,900 brands.
- In 2026, Mary Kay was ranked 20th in Women’s Wear Daily Beauty Inc.’s Top 100 Beauty Companies 2025.
- Forbes ranked Mary Kay 2nd in its Best Customer Service 2026 ranking 3 .
An innovation unmatched worldwide
Mary Kay continues to deliver high-performance skincare and color cosmetics through a combination of scientific innovation, consumer insights, and personalized services.
- Mary Kay has obtained more than 1,600 patents worldwide in the areas of products, technologies and packaging.
- Mary Kay’s Richard R. Rogers global manufacturing and R&D center in Texas can produce up to one million products per day.
- 64% of Mary Kay’s R&D scientists and 79% of the Global Brand and Global Creative teams are women 4 .
Mary Kay’s portfolio includes award-winning and customer-loved products, such as:
- TimeWise® skincare range
- Advanced Skin Care Clinical Solutions®
- TimeWise® 3D Foundations (matte and luminous)
- Oil-free eye makeup remover
- Ultimate Mascara™
- Gloss Unlimited®
Mary Kay products are sold by top independent beauty consultants in 40 markets around the world who provide personalized service to customers in person and online at www.MaryKay.com (USA), and on social media and digital channels.
Economic impact of direct sales:
At the global level:
- The global direct selling market is projected to reach approximately USD 815.4 billion by 2034, up from USD 418.4 billion in 2024, according to estimates. 5
In the United States:
- 73% of direct sellers in the United States are women. 6
- $34.7 billion in retail sales generated by direct selling activities. 7
About Mary Kay
As one of the first women to shatter the glass ceiling, Mary Kay Ash founded her beauty company in 1963 with one goal: to enrich women’s lives. From that dream grew a company that now boasts millions of independent beauty consultants in more than 40 countries. For over 60 years, Mary Kay has empowered women to shape their own futures through education, mentorship, advocacy, and innovation. Mary Kay is dedicated to investing in the science behind beauty and in the creation of cutting-edge skincare, beauty products for people of color, nutritional supplements, and fragrances. The company is committed to preserving our planet for future generations, protecting women facing cancer and domestic violence, and encouraging young people to pursue their dreams.
About Euromonitor International
Euromonitor International is the leading business intelligence provider for industries, businesses, economies, and consumers. With over 50 years at the forefront of the industry, we combine deep human expertise with technology and AI analytics to rapidly deliver insights that enable confident, high-stakes decisions. Our global network and proprietary data empower you to generate growth opportunities and navigate change. We have dedicated teams in 16 offices worldwide and a network of analysts on the ground in over 100 countries, offering cultural and business nuances that others miss. We conduct research in 210 countries and jurisdictions and cover 99.9% of the world’s consumers, helping our clients understand global markets.
