15. Mary Kay

Dallas, TX
www.marykay.com

Beauty Sales: $2.6 billion

Key Personnel: David Holl, president and chief executive officer; Darrell Overcash, president, U.S.

Major Products: Skin care, color, body care, sun care and fragrance marketed under the Mary Kay and TimeWise brand names.

New Products: TimeWiseReplenishing Serum+C, Mary Kay Eyesicles Eye Color, Mary Kay Facial Highlighting Pen, Mary Kay Eau de Toilette Fragrances and Body, MKMen Body Spray, Mary Kay Eau de Toilette Shower Gels and Sugar Scrubs.

Consumers report good results after using Mary Kay’s TimeWise Replenishing Serum+C.

Comments: Mary Kay, one of the largest direct sellers of skin care and color cosmetics, realized another year of record results in 2008. Sales rose more than 8%, reaching $2.6 billion in wholesale sales worldwide. Mary Kay products are sold in more than 35 markets worldwide, and the global Mary Kay independent sales force now exceeds 2 million.

The economy has helped the direct seller with recruitment. Mary Kay has seen a surge of women interested in starting their own business, resulting in a 22% increase in independent sales force members in Q1 2009 compared to Q1 2008.

In March, Mary Kay expanded into Singapore. In October, The Mary Kay Virtual Makeover tool launched around the world, and in May, the company introduced an option especially for brides.

The Mary Kay Foundation donated $3 million to domestic violence shelters nationwide in light of the downturn in the economy.