Mary Kay Inc., one of the largest direct sellers of skin care and color cosmetics, reports that over the last 10 years, it has increased its Latina independent sales force by 39 percent. The increase in the Latina Mary Kay independent sales force is significant when compared to the overall economic trends, regardless of the ethnic grouping, over the last 10 years. The company says that budget cuts and workforce downsizing can make starting a Mary Kay direct sales business appealing to many women.

Yvette Franco, vice president of U.S. marketing for Mary Kay Inc., explains, “The Mary Kay business opportunity is a business model that resonates with working women who need flexible hours, a clearly defined business plan and an open-ended opportunity to achieve personal growth and financial success, for themselves and their families. A Mary Kay business is the ideal choice for every woman with an entrepreneurial soul.”

Mary Kay credits this growth to values that Latinas share with the skin care and cosmetics leader. When Mary Kay Ash founded her business in 1963, she stressed to the independent sales force–made up of only 9 women at that time–the importance of faith, family and career. “Historically, Latinas follow Mary Kay’s principles, balancing their work lives and caring for their family, children or parents, while still finding time to earn extra income.” Franco adds.