How Mary Kay Plans to Modernize

A brand with a 60-year legacy, it makes sense that Mary Kay plans to modernize—and invest in various technologies to better connect with digital consumers. In the past, consumers had to speak to one of Mary’s Kay’s Independent Beauty Consultants to make a purchase, but that has changed.

“We are redefining the moment for Mary Kay,” says  Ryan Rogers, Chief Executive Officer of Mary Kay (shown above). “We are investing in tech and research—creating seamless digital experiences while preserving the personal connections and sense of community that have always set us apart,” he says.

“From the launch of Mary Kay My Shop to next-gen product innovation and purpose-driven impact, each milestone reflects the momentum behind our transformation,” he says.

Rogers explains that the company aims to meet today’s beauty consumer wherever they “connect, shop, and share.”

The New Product Lineup

Mary Kay’s new product lineup includes skincare and cosmetics with modern, innovative formulas. Highlights include:

• Mary Kay Clinical Solutions Barrier Restore 1:1:3. It includes a patented ratio of fatty acids, ceramides, and cholesterol to support the skin barrier.
• Hydrating Cream Mask offers no-rinse moisture on the go.
• The TimeWise 3D Foundation collection includes 36 shades.

The Mary Kay My Shop is Expanding

The Mary Kay My Shop optimizes the online buying experience. My Shop debuted in the U.S. and Germany last year. This summer, it expanded to Canada, Mexico, and Spain. Now, it is being rolled out across global markets.

The cloud-first integrated platform offers new personalized online storefronts for its Independent Beauty Consultants. The storefronts are connected to Mary Kay’s e-commerce, payment, fulfillment, and social media capabilities.