16. Mary Kay
Addison, TX

Beauty Sales:

$2.5 billion

Key Personnel:

David Holl, president and chief executive officer; Richard Rogers, executive chairman; Timothy M. Byrd, chief financial officer and office of the chairman; Darrell Overcash, president, U.S. and Canada operations; Beth Lange, chief scientific officer; Yvette Franco, vice president of U.S. marketing.

Major Products/Brands:

The number of Mary Kay beauty consultants continues to grow.
Skin care, body care, sun care, color cosmetics, and fragrance marketed under the Mary Kay and TimeWise brand names.

New Products:

Redefining Elegance Collection, Miniature Fragrance Collection, Cream Eye Color and Blush, Compact Mini, The Weekender Collection, TimeWise Matte-Wear, Lash Love Mascara, Mineral Eye Color Bundles, Shadow and Line Eye Duos, Tranquil Waters Fragrance Pencil, Refreshing Body Gel.


Mary Kay, one of the largest direct sellers of skin care and color cosmetics in the world, with products sold in more than 35 global markets, was hit by the faltering economic condition in 2010, but managed to keep sales flat at $2.5 billion. The company’s newest opening in 2010 was in Armenia. Mary Kay’s largest markets include China, Mexico, Russia and the U.S., but it is also strongly pursuing India, where it has reportedly invested more than $20 million.

Among its many initiatives, the Mary Kay Foundation has donated nearly $22 million to women’s shelters and domestic violence programs and lobbied Congress for the Violence Against Women Act and its renewal and state legislatures on teen dating violence awareness. In March 2010, the company received the first ever “Do Good” stamp from Ladies’ Home Journal. The stamp was created by the magazine to recognize companies that contribute to making the world a better place. Mary Kay was specifically honored for its combined efforts to keep women and girls safe against domestic violence.

More than two million people sell Mary Kay products worldwide, and in 2010, the company reported that Latina representatives were on the rise. Over the last 10 years, it has increased its Latina independent sales force by 39%.

And the number of Mary Kay beauty consultants continues to grow. In fact, more than 165,000 people started independent Mary Kay businesses in April in the U.S.—the largest monthly amount within the last 10 years. Mary Kay also had a 9.5% increase in independent sales force members in the U.S. in the first half of 2011, compared to the same period in 2010.

In 2011, the company announced a number of India initiatives, including a freeze on prices, so that products would become affordable to the mass middle class consumer, and instituted workshops for new salespeople.

One of the company’s latest programs is the Beauty That Counts Initiative. This fall, Mary Kay will donate $1 from each sale of limited edition Beauty That Counts Creme Lipsticks to The Mary Kay Foundation in its efforts to end domestic violence.

Mary Kay has long been known for rewarding top sellers with an iconic pink Cadillac, but that tradition changed this year when the company revealed a new choice to its fleet of prize automobiles: a shiny, black Ford Mustang.

Mary Kay’s Thinking of You fragrance was a finalist in this year’s HBA International Package Design Awards for Fragrance Mass.

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