The new product helping to raise money for the cause is Mary Kay's limited edition Beauty That Counts Baked Cheek Powder, shown above. In the U.S., from May 16 through August 15, 2017, Mary Kay Inc. will donate $1 from each product sale. The heart-shaped cheek powder comes in two shades, "Kind Heart" and "Giving Heart."
The philanthropic campaign benefits The Mary Kay Foundation's annual Shelter Grant Program which provides $3 million in funding each year in support of women's shelters and survivors of domestic abuse.
Since the Beauty That Counts program began in 2008, Mary Kay has donated more than $11 million (USD) to charitable organizations worldwide. As a top beauty brand and direct seller in nearly 40 markets, each Mary Kay market participating chooses a local nonprofit organization to support that helps women and children in need.
Sheryl Adkins-Green, Chief Marketing Officer for Mary Kay Inc, says, "We're proud to launch this initiative that gives every woman the opportunity to feel confident while giving back and ending the domestic violence epidemic."