Mary Kay Inc. has introduced Beauty Is More Beautiful Shared™, its largest consumer-facing campaign to date and a new global brand platform intended to support the company’s next phase of growth.
The campaign is launching across 40 markets and focuses on beauty as a shared experience, emphasizing connection, community, and relationships. The company says the platform is designed to introduce Mary Kay to a new generation of consumers while connecting its current customer base with the brand’s longstanding focus on relationships and entrepreneurship.
Developed in partnership with global advertising agency Grey, an all-women team created the campaign. The rollout includes digital and social media, influencer partnerships, out-of-home advertising, and in-person events. Consumer events aimed in part at engaging Gen Z will begin in New York before expanding to markets around the world.
The campaign also is intended to support Mary Kay Independent Beauty Consultants by increasing brand awareness and encouraging consumers to purchase products and connect with consultants through their digital storefronts.
Mary Kay reported several recent industry rankings alongside the campaign launch. Forbes ranked the company No. 8 among 5,500 brands on its 2026 Best Brands for Social Impact list, up from No. 9 in 2025. Mary Kay also ranked No. 2 on Forbes’ 2026 Best Customer Service list, compared with No. 93 in 2025. The company was additionally included in Happi’s 2026 Top 50 U.S. Companies report.
Founded by Mary Kay Ash in 1963, Mary Kay operates in 40 markets and offers skincare, cosmetics, fragrances, and wellness products through its direct-selling business model.
