On Sep 1, 2026, Direct Selling News reported that Mary Kay Inc. announced Beauty Is More Beautiful Shared, described as its largest-ever global consumer-facing campaign and long-term brand strategy, rolling out across 40 markets. The company said the aim is to reintroduce the brand to a new generation and answer what it called a longing for community and connection.
What the campaign includes
- Online amplification through digital platforms and shared media
- Influencer partnerships
- Out-of-home placements and real-world events
- Experiential consumer events designed to bring Gen Z together face to face
Company leadership framed the platform around women supporting women, from Independent Beauty Consultants to customers, and described beauty as an experience people share.
Why the timing makes sense Cosmetics and personal care made up 22.8% of global direct selling sales in 2024, second only to wellness, according to the WFDSA Statistical Database 2021 to 2024 (2024 data). The same WFDSA release found the share of representatives under 35 fell to 23% in 2024, per the WFDSA STATS report. A brand campaign aimed at younger buyers fits both numbers.
What to watch Mary Kay is still spending on shared, in-person experiences while trying to reach younger buyers. Watch how its field events and consultants fit next to the paid ads. The first country rollout we have covered is Germany. For party-plan brands, the useful question is whether national campaigns send new customers to consultants or around them.
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