Mary Kay Unveils New Global Brand Campaign

Mary Kay announced Beauty Is More Beautiful Shared, its largest-ever global consumer-facing campaign and a long-term brand strategy designed to drive its next era of growth. 

Launching across 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 bridging the love for Mary Kay across generations.

Through Beauty Is More Beautiful Shared, Mary Kay directly addresses the shift in beauty, tapping into a profound cultural longing for community and connection that the world, and generations of women, are feeling more than ever. 

Ryan Rogers, Chief Executive Officer of Mary Kay Inc, said:

“Beauty Is More Beautiful Shared is a reflection of who we are and what we have always stood for: women supporting women. As we enter our next era of growth, we are celebrating and empowering every Mary Kay woman, from our Independent Beauty Consultants to customers, expanding our reach and impact and bringing our promise of confidence, opportunity, and human connection to life in bold, relevant, and compelling new ways.”

The campaign will be powered through a comprehensive media mix tailored to meet the next generation of beauty and community lovers where they are, further amplifying the campaign’s reach and impact.

Beauty Is More Beautiful Shared rollout includes an effective blend of online amplification through digital platforms, social media, influencer partnerships, and “real world” bold, out-of-home placements and events.

A wave of high visibility, unmissable, experiential consumer events designed to bring Gen Z together in real life will kick off in New York this month, engaging a global community across 40 markets from Brazil, Mexico and China to Kazakhstan, the Czech Republic and more.

The campaign champions connection, sisterhood, and community in an increasingly digital world, reinforcing Mary Kay’s unique point of view and modern relevance as a beauty brand built not only on products, but on relationships.

Beauty Is More Beautiful Shared was designed 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 to connect with Independent Beauty Consultants through their personal digital storefront at Mary Kay.