Top Companies Report

13. Mary Kay

July 11, 2011

Addison, TX


Sales: $2.5 billion


$2.5 billion.

Key Personnel:

David Holl, president and chief executive officer; Richard Rogers, executive chairmen; Timothy M. Byrd, chief financial officer and office of the chairman; Terry R. Cole, president, international supply chain management; Darrell Overcash, president, US and Canada operations; Beth Lange, chief scientific officer.

Major Products:

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

New Products:

Color—Cream Eye Color and Blush, Compact Mini, The Weekender Collection; Skin Care—TimeWise Matte-Wear and Luminous-Wear Foundations, Liquid Illuminators, Pedicure Set, Lash Love Mascara, Mineral Eye Color Bundles, Shadow and Line Eye Duos, Tranquil Waters Fragrance Pencil and Refreshing Body Gel.

Mary Kay’s Apricot Twist eyeshadow.


Sales were flat last year. Mary Kay products are sold in more than 30 markets worldwide, and the global Mary Kay independent sale force exceeds 2 million. Loyalty has always played a big role at the company and with consumers too. In a 2011 Brand Keys Customer Loyalty Engagement Index (CLEI) survey, Mary Kay, along with Lancôme, Elizabeth Arden, Clairol, L’Oréal, Aveda and Suave received high marks. According to Brand Keys, innovation is key, whether it’s innovation in the products themselves, or innovation in how those products are put into the hands of consumers—from rapid delivery to product introductions—and the after-life of service and support that the consumer experiences.

In product news, Mary Kay TimeWise Liquid Foundations comes in a wide variety of shades and choice of finishes for different skin types and the bonus of age-fighting benefits.

Over the years, the company has been involved in an array of programs in support of women. One of its latest is the Beauty That Counts Initiative. On sale from Sept. 10 to Dec. 15, 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.

Related End-User Markets:

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