Mary Kay Launches Largest Campaign Yet in Lewisville and Addison

More than 62% of beauty sales in key markets now happen on mobile devices, a figure that has reshaped how Mary Kay Inc. operates. The Addison-based company launched its largest global marketing campaign in September. The push aims to connect with a younger generation of consumers who have largely moved away from traditional retail spaces.

Mary Kay has never sold its products in stores since Mary Kay Ash founded the business in 1963. Independent consultants sell items one-on-one or in small groups. The company is now using technology to modernize that model. Lucy Gildea, the Chief Brand and Scientific Officer, said the company created an AI committee to set guidelines for using new tools. These tools help consultants run their businesses from phones, including ordering inventory and closing sales.

The company’s investment in technology includes an AI-powered foundation-matching tool. The Foundation Finder scans a customer’s face on a mobile phone. It uses 151 facial feature points to recommend specific shades. Gildea noted that shade matching is difficult and that personalization is what consumers search for. The tool was a finalist for a 2026 Gartner innovation award.

Manufacturing and research efforts are centered in Lewisville. The Richard R. Rogers Manufacturing and R&D Center opened in 2018. It covers 453,000 square feet and cost more than $100 million to build. The center replaced a Dallas plant that had operated since 1969. The facility announced ISO 22716 certification this spring, meeting international standards for cosmetics manufacturing. Mary Kay holds more than 1,600 patents worldwide for products and packaging.

The company operates in more than 40 markets globally. Nearly 30% of new consultants who joined in 2024 were under age 35. The company reported that 38% of its social media followers are in that same age group. Gildea said the company needed to meet this digitally native generation on familiar ground. The campaign, called Beauty Is More Beautiful Shared, started with a pop-up in New York City’s Meatpacking District during Fashion Week. Events followed in Brazil, China, Germany, and Mexico.

Consultants can now take orders directly from social media accounts and accept payment via Apple Pay. Commissions deposit instantly into a digital wallet. Gildea said the company aims to grow consultants’ businesses rather than compete with them. The K-Beauty Texture Edit collection, a set of three Korea-made skin care products, went on sale Oct. 5.