14. Mary Kay
Beauty Sales: $3 billion
Key Personnel: Richard Rogers, executive chairman; David Holl, president and chief executive officer; Sheryl Adkins-Green, chief marketing officer; K.K. Chua, president of the Asia Pacific Region; Tara Eustace, president of the European Region; Darrell Overcash, president of Mary Kay North America Region; Jose Smeke, president of the Latin American Region; Dr. Beth Lange, Ph.D., chief scientific officer.
Major Products: Skin care, makeup, sun care, body care and fragrance.
New Products: Mary Kay Translucent Loose Powder, Clear Proof Acne System, Colored Mary Kay Lash Love Mascara, MK Men Shave Foam, Mary Kay Fairytales & Fantasy Collection, Mary Kay At Play Collection.
The Mary Kay At Play makeup collection encourages younger users to have fun with vivid color.
Still, the economy had its effect. Corporate sales for 2012 remained flat at a reported $3 billion.
Global expansion did not go as planned in some cases, either. In February, Mary Kay announced that it was shuttering its operations in India. The decision was reportedly made due to the regulatory environment and the poor performance of the market. In December, a ban was proposed on multi-level marketing in India.
But Mary Kay is still doing well in other developing regions. Rapid growth in China makes that country poised to become Mary Kay’s largest market.
In February, in honor of Mary Kay Inc.’s pending 50th anniversary in 2013, the company revamped marykay.com to enhance the consumer experience with more information on products, beauty trends and the company.
In March, the direct seller launched a makeup finishing spray developed in partnership with Skindinävia, a leading brand behind the innovative makeup finishing spray.
In 2013, with an eye on Brazil, Mary Kay sponsored the first U.S.-Brazil Girls Empowerment Conference, part of Mary Kay’s partnership with the U.S. Department of State to help promote the rights of women and girls around the world. Approximately 80 young women between the ages of 13 and 17 from Brazil, the U.S., Chile, Mexico and Uruguay participated in the event.
Mary Kay launched its first global makeup artist team, then hosted its first Global Makeover Day and set a company record for the most makeovers in a single day—March 8, International Women’s Day. Nearly 50,000 makeovers were logged during the record-setting day, which was followed by the highest number of worldwide sales in the company’s 50-year history.
One of Mary Kay’s biggest launches for 2013 was Mary Kay At Play, a global product line targeting Gen Y. The collection focuses on the next generation of Mary Kay brand lovers.
More than 50 patents were awarded during the first half of the company’s 50th anniversary year; in total, they now hold 800 for innovative products, technologies and packaging design. Mary Kay’s Botanical Effects Skin Care for Normal Skin and recently launched Clear Proof Acne System both were awarded utility patents for product formulation. Three design patents were granted for the Special-Edition Mary Kay Dance to Life Eau de Parfum bottle, the Mary Kay Nail Lacquer bottle and the Mary Kay NouriShine Plus Lip Gloss bottle.
“Our 50th anniversary has been a record-setting year for our company,” said David Holl, president and chief executive officer.