Mary Kay unveils a bold new vision that celebrates beauty as a shared experience, connecting people through confidence, creativity and meaningful moments.
Today, Mary Kay Inc. , the iconic beauty and entrepreneurship brand founded by bold visionary Mary Kay Ash, announced Beauty Is More Beautiful Shared™ , its largest-ever global direct-to-consumer campaign and a long-term brand strategy designed to fuel its next era of growth. Launching in 40 markets worldwide, the campaign reintroduces Mary Kay to a new generation of consumers by celebrating a timeless truth at the heart of the brand: Beauty Is More Beautiful Shared™ , and connecting the love of Mary Kay across generations.
Beauty Is More Beautiful Shared™ is a reflection of who we are and what we have always stood for: women supporting women ,” said Ryan Rogers, Chief Executive Officer of Mary Kay Inc. “As we enter a new era of growth, we celebrate and champion the empowerment of every Mary Kay woman, from our Independent Beauty Consultants to our customers, by expanding our reach and impact and bringing our promise of safety, opportunity and human connection to life in bold, relevant and compelling new ways.”
Through Beauty Is More Beautiful Shared™, Mary Kay directly addresses the shift in beauty, tapping into a deep cultural desire for community and connection that the world, and entire generations of women, are feeling more than ever. The campaign celebrates connection, sisterhood, and community in an increasingly digital world, reinforcing Mary Kay’s unique perspective and modern relevance as a beauty brand built not just on products but also on relationships.
In a world where beauty has often been an individual event, we reclaim beauty as a shared experience, celebrating the power of sharing, supporting and encouraging one another. Beauty Is More Beautiful Shared™ brings the eternal power of femininity and shared connection to the Mary Kay approach to beauty,” said Dr. Lucy Gildea , Mary Kay Chief Brand and Science Officer . “Through this important brand campaign, we are sharing the emotional connection and eternal purpose at the core of our brand with consumers everywhere, celebrating the transformative power of our iconic products and the difference our brand makes in women’s lives and communities. This campaign is an invitation to rediscover what has always set Mary Kay apart and experience the beauty of what’s possible when we share it.”
The global Beauty Is More Beautiful Shared™ campaign was developed in collaboration with Grey , through an all-female team who brought a modern creative vision and Mary Kay’s longstanding heritage to create the brand’s next chapter.
Beauty Is More Beautiful Shared™ elevates Mary Kay as the confident, contemporary brand it is, not only in terms of its strategic vision, but in its visual execution,” said Agnes Fischer, Grey’s U.S. Chief Financial Officer . “Partnering with a leading, next-generation director, Olivia De Camps, we’ve crafted a creative narrative that reveals a powerful truth about Mary Kay. The campaign meets today’s women where they are, reigniting the iconic Mary Kay brand and making it unquestionably relevant.”
Beauty Is More Beautiful Shared™ The Beauty Is More Beautiful Shared™ campaign was intentionally created to support the success of Mary Kay Independent Beauty Consultants. With a message that amplifies community and transformation, this bold campaign will broaden awareness and foster a desire to purchase Mary Kay products and connect with Independent Beauty Consultants through their personal digital storefronts on Mary Kay .
GLOBAL ACTIVATIONS: Beauty Is More Beautiful Shared™ Beauty Is More Beautiful Shared™ will be fueled by a variety of comprehensive media tailored to connect with the next generation of beauty lovers and the community where they are, further amplifying the campaign’s reach and impact.
- The campaign launch includes a powerful combination of online outreach across digital platforms, social media, influencer collaborations, and bold out-of-home advertising and real-world events.
- A series of high-visibility, must-attend, experiential, consumer-focused events designed to bring Gen Z together in the real world will kick off in New York this month, engaging a global community across 40 markets, from Brazil, Mexico, China, Kazakhstan, the Czech Republic, and beyond.
At the top of the charts:
- Mary Kay ranked 8th out of 5,500 brands on Forbes’ list of Top Brands for Social Impact, 1 up from an impressive 9th place in 2025. Mary Kay is the only cosmetics brand in the Top 15.
- Mary Kay ranked #2 on the list of companies with the best customer service, up from #93 in 2025. 2 Mary Kay is the only cosmetics brand in the Top 15 and the only direct-selling company in the Top 50 list.
- Mary Kay is named to Happi’s Report of the Top 50 Best Companies in America, ranking 13th, Mary Kay Ash’s favorite number 3 .
ABOUT MARY KAY
For more than 60 years, Mary Kay has empowered generations of women around the world to discover beauty together, build meaningful futures, and find a community of women who celebrate one another. Founded by Mary Kay Ash in 1963, the global beauty company has united women in 40 markets through innovative skin care, color cosmetics, fragrances, and wellness products. Mary Kay turns purpose into action by advancing causes that support women and families, investing in scientific innovation, and working toward a more sustainable future. At the heart of Mary Kay’s mission is a commitment to enriching women’s lives and creating opportunities for them to thrive together.
ABOUT GREY
Grey’s mission is to create renowned ideas that propel people, companies, and the world forward, harnessing the power of creativity to solve business challenges and drive growth for some of the world’s most influential brands and companies, including Procter & Gamble, Volvo, Haleon, Circle K, and The Coca-Cola Company. This commitment to effectiveness has earned Grey a Grand Effie in every market it serves. Grey was recognized with the 2025 Fast Company World Changing Ideas award and won 26 Lions at the 2026 Cannes Lions International Festival of Creativity, contributing to Ogilvy’s Network of the Year honors. Newsweek also named Grey one of the Top 100 Most Loved Workplaces in 2024 and one of the Greatest Workplaces for Women and Professional Services in America in 2025. Grey is part of WPP, the trusted growth partner to the world’s leading brands. Powered by exceptional talent and our WPP Open agentic marketing platform, WPP combines cutting-edge media intelligence and data solutions, creative, production and business solutions, and expert strategic consulting.
