The event brought an estimated $6.7 million in direct spending to the city, generating approximately $277,000 in local tax revenues, booking more than 9,800 hotel room nights and supporting almost 1,500 local jobs.  

“We’re thrilled to bring our US Leadership Conference to Fort Worth for the first time in our company’s history,” said Ryan Rogers, Mary Kay Chief Executive Officer and grandson of legendary founder Mary Kay Ash. “This marks a special milestone for us as we continue to celebrate our 60th anniversary. The event serves as a testament to the growth and leadership within our independent sales force.” 

The post Mary Kay Fort Worth Conference Expected to Infuse $6.7 Million into Local Economy  first appeared on Direct Selling News.

On DSN’s 20th anniversary, we asked industry leaders and legends to share how past evolutions and current opportunities are shaping the future of the industry.

In 2004, Stuart Johnson, now CEO of Direct Selling Partners, Direct Selling News (DSN) and NOW Tech, held a clear vision: to create a monthly publication that offered timely and useful information to direct selling executives. Today, that vision has expanded beyond a print publication to include podcasts, workshops, executive forums and informative in-person events featuring the biggest names in the industry. The format and appearance of the magazine has changed throughout the years, but the original foundation of Johnson’s vision remains unchanged.

As we celebrate 20 years of innovations and insights, we take a look back on a few of DSN’s most important milestones. But even before DSN’s debut in 2004, Founder and CEO Stuart Johnson had an illustrious career influencing the channel. He founded VideoDirect in 1987, which ultimately became VideoPlus and then SUCCESS Partners. He launched SUCCESS Partners University, an education conference for direct selling corporate executives in 2002.

DSN, now in its twentieth year of publication, continues to be the go-to resource for well-researched global industry news, expert insights and interviews with the founders and executive leaders behind the channel’s legacy companies and rising stars.

Deborah K. Heisz, now Neora Co-CEO, and John Fleming, a DSN Legend and former Avon executive, were two of the original staff members tasked with assembling the publication’s flagship print issues.

“At the time, there was no real periodical resource for legitimate news and information for people who were leading and operating direct selling companies,” Heisz said. “People were hungry for a trade journal they could rely on, and we received feedback from dozens—if not hundreds—of executives and owners across the industry letting us know we had truly filled a need.”

From a simple eight-page newsletter to the robust, global magazine it is today, DSN remains committed to supporting, informing, connecting and challenging direct selling executives across the US and around the world.

“I planned to stay for two to three years, but I remained Publisher and Editor in Chief for nine,” Fleming said. “We started by building something relevant and, in many ways, it has become far more relevant than we ever envisioned.”

Twenty Years of Industry-Changing Trends

The past two decades have been host to some of the most dramatic shifts in the channel, including the proliferation of the internet; the broad adoption of mobile devices; and pandemic-induced social distancing that forever changed the way shoppers buy products and interact with brands. With each paradigm shift, the direct selling industry learned to evolve and adapt.

We asked these executives: In the last 20 years, what changes have had the greatest impact on the industry?

“The vast majority of companies started in the industry by sharing products at home parties. Now, we’re sharing the opportunity virtually and across the globe without concern for physical barriers. Digital platforms forced all of us to adjust, while opening up a world of opportunity.”—Mark Pentecost / It Works! Founder and Chairman

“The operating landscape has permanently changed. Millennials want their own gig, but the average direct-to-consumer venture lacks the ability to scale up the way a direct selling company can with sales organizations.”—Rick Goings / DSN Legend, Chairman Emeritus and former CEO of Tupperware Brands

“Twenty years ago, signups and applications required a stack of paper. Today, it’s all done digitally. Technology has enabled much more efficient point-of-sale transactions and created the ability to connect and communicate with more people.”—John Addison / Addison Leadership Group; Board Member for Primerica, LegalShield; Senior Advisor to Utility Warehouse

“The digital revolution of the early 2000s felt, at the time, like a once-in-a-lifetime revolution, but it proved to be just the beginning of an avalanche of technology and business models that would profoundly change the world around us. Through all of these changes–the rise of social media, gig platforms and AI, and the challenges of the pandemic—we have demonstrated that, as a channel, we can adapt and evolve quickly.—John Parker / Amway Chief Sales Officer

“Technology has been the biggest gamechanger for us. I believe you have to have a robust strategy in both automation and face-to-face interactions for success in today’s marketplace. It is a delicate balance. Simplicity and speed can be the difference between success and failure.”—Kevin Guest / USANA Executive Chairman

The Next 20 Years

Lessons from the past 20 years have illustrated that change is not only inevitable; it is a critical part of healthy evolution. It was by welcoming social media, ecommerce and a digital-first footprint that the industry was prepared to not only survive but thrive during the pandemic. And as industry leaders look to the horizon, it will be that same bold approach and nimble, open mindset that will prepare the next generation of direct sellers for success.

We asked these executives: What actions should leaders be taking now to prepare for the future?

“We need to remember what got us here. We have always been an industry that focuses on building people, and then those people go on to build our business. We can ensure our future success by remembering that the most valuable asset any direct selling company has is our loyal, hardworking distributor field!—Rudy Revak / DSN Legend, Founder of Symmetry and Xyngular

“As technology continues to create opportunities and disruptions, I believe the future of direct selling will have to be centered around community and the social dynamic in our businesses. Great products, compelling income opportunities, competitive customer and representative experiences will continue to be basic requirements, but the community and social experiences we offer can be real differentiators.—John Parker / Amway Chief Sales Officer

“We empower women and others to work a meaningful business in pockets of their day. That’s the best part of direct selling. That’s how we win. We must continue to create and emphasize this opportunity—the side hustle is always in style.—Sarah Shadonix / Scout & Cellar Founder and CEO

“Leaders in the channel should plan for growth. Those who stay current by investing in the technologies of today and tomorrow—including new ways to purchase, improve speed to customer and product value—will thrive.—Joni Rogers-Kante / SeneGence Founder and CEO

“Direct selling will continue to thrive where the exchange of value is ongoing and supportive—like in following a nutrition or fitness plan—because of the importance of accountability to achieve success, but we need to acknowledge that affiliate marketing will replace network marketing where the relationship is purely transactional.—Carl Daikeler / BODi CEO

“Personalization and integration of AI in customer service are trends that we find exciting and that we are integrating into our strategy. Direct selling is also very unique; we never work solely online or offline. The future is hybrid, and we are relying on hybrid solutions in our strategy and development to be active pioneers in our industry.—Rolf Sorg / PM-International Founder and CEO

Creating a Lasting Impact

DSN has always strived to stay on the cutting edge of direct selling trends, news and thought leadership through its educational initiatives and events. We asked these executives: How has DSN’s coverage and perspective impacted your businesses over the past two decades?

“DSN has challenged the way I think about our business and the future of our channel. It helps me sift through the hype and understand the real innovations and opportunities that will shape our future. I am so grateful for the connections and insights that DSN has brought to me and our industry.”—John Parker / Amway Chief Sales Officer

“What DSN provides is something critical for the industry: a collegial way to share best practices with one another. One of the great things about the direct selling industry is people’s willingness to share both their successes and failures. DSN gives executives a way to learn and grow their businesses.—John Addison / Addison Leadership Group CEO; Board Member for Primerica, LegalShield; Senior Advisor to Utility Warehouse

“DSN is a powerful source of knowledge, allowing companies to learn from each other and grow. DSN has always offered great insights and innovative ideas. When there can be criticism of our industry, it’s important to have a platform like DSN to speak of the positive impact we’re having around the world.—Mark Pentecost / It Works! Founder and Chairman

“DSN is an important forum for keeping abreast to fast changing forces and how others are approaching and adapting to remain vital and resilient.—Rick Goings / DSN Legend, Chairman Emeritus and former CEO of Tupperware Brands

“The DSN articles and DSU events have been an amazing asset to the corporate leaders of this channel. They both create opportunities to gain valuable information, ideas and strategies, and they give guidance during changing and challenging times.—Rudy Revak / DSN Legend, Founder of Symmetry and Xyngular

“DSN continues to be an important voice and resource for steering the direction of this method of sales and marketing. It’s easy for institutions and regulators to lose sight of the individuals who legitimately use direct selling as their livelihood. DSN helps us all remember who is most important in this industry, and it’s not the company—it’s the distributors and customers.—Carl Daikeler / BODi CEO

“When DSN started, I remember thinking: ‘Finally! One place to get timely, reliable and insightful information on other direct sellers.’ Before DSN, people had to constantly scan multiple sources. It was very easy to miss company announcements and releases because so many direct sellers were private or just starting out.—David Holl / Mary Kay Chairman and former CEO

“DSN is my ‘go-to manual’ when I have questions; seek insight; look for surveys; or simply look for inspiration when I need it. I never throw away a publication, as I know I’ll need to refer to it one way or another. It helps me stay informed and current with what is going on in our channel.”—Joni Rogers-Kante / SeneGence Founder and CEO

“The community gains so much strength when we all work together, and DSN makes that happen. They are invaluable to the ongoing growth and professionalism of this industry, and I am so grateful for their work.”—Michele Gay / LimeLife by Alcone
Co-Founder & Chairwoman

“The coverage of the direct selling landscape in DSN is like no other, providing a clear and nuanced view into an industry that thrives on personal connections and innovative strategies. The articles are a testament to the precise research and commitment to detail that the team embodies, making Direct Selling News an invaluable resource for anyone involved in or interested in the dynamic world of direct sales. It’s journalism that not only informs but enriches and compliments the conversation around this unique sector of commerce.—Rolf Sorg / PM-International Founder & CEO

Building a Legacy Meant to Last

Reflecting on the past 20 years, the DSN team continues to build and plan for an even brighter future with more events, global coverage, expanding platforms and an unflinching grasp of Johnson’s original vision. The next 20 years will expand on that relevancy and commitment, providing more insights, developing broader resources and presenting more opportunities to support the executives working diligently to strengthen and scale the one-of-a-kind entrepreneurial possibilities found within the direct selling channel. 

From the January/February 2024 issue of Direct Selling News magazine.

The post Cheers to 20! first appeared on Direct Selling News.

“The expansion into Hungary is something we have always considered, and we know the time to introduce our unparalleled career opportunity and irresistible products in this new market is NOW,” said Tara Eustace, Mary Kay President, Europe Region. “I am confident that under the leadership of Edita Szaboova and our very successful Mary Kay Czech Republic & Slovakia markets, we will create vibrant, viable earning opportunities for the women of Hungary.” 

The post Mary Kay to Launch in Hungary  first appeared on Direct Selling News.

“We are absolutely thrilled to join the Global Shea Alliance,” said Deborah Gibbins, Mary Kay Chief Operating Officer. “This partnership marks a significant step in our journey to promote sustainable beauty practices. By collaborating with the GSA, we aim to further harness the transformative potential of shea in skincare and cosmetics.” 

The post Mary Kay Partners with Global Shea Alliance to Promote Sustainability  first appeared on Direct Selling News.

“Being recognized in the TxN 20 is not only an honor, but a testament to our enduring commitment to conservation and sustainability,” said Jeni Wang, Mary Kay Senior Specialist of Corporate Engineering. “At Mary Kay, we believe in the harmonious coexistence of business and nature, and we continuously strive to implement practices that positively impact our planet.” 

The post Mary Kay Honored by Texan by Nature  first appeared on Direct Selling News.

The goal of this collaborative program is to recruit top international researchers in their respective fields, then provide them with experience, mentorship and a return grant to continue their pursuits in their home country. Since its inception, the partnership has recruited 13 researches from Brazil, China, Germany, Mexico, Singapore, Spain and Portugal, all of whom have made significant contributions to notable research publications. 

The 2023 class includes Dongqi Xie, PhD; Principal Investigator Jerry Shay, PhD; Pedro Nogueira, PhD; Debora Andrade Silva, PhD; Hong-Yi Liu, PhD; Maria Del Chica Parrado, PhD; Quan Wang, PhD; Rodrigo Catalan, PhD; and Malini Rethnam, PhD. 

The post Mary Kay Celebrates 5 Years of Collaborative Success with Southwestern Medical Center  first appeared on Direct Selling News.

“For more than 25 years, the Mary Kay Ash Foundation has been unwavering in its mission to support cancer researchers who are seeking cures for cancers affecting women and provide life-saving resources to domestic violence shelters across the country,” said Michael Lunceford, President of the Mary Kay Ash Foundation Board of Directors. “It is our responsibility to ensure researchers and domestic violence service providers have what they need to create a better world for women–one where they are safe and healthy. These grants are just one of the ways we are continuing our mission to better the lives of women everywhere.” 

With this donation, which honors the company’s 60^th anniversary, the foundation has now awarded more than $92 million to women’s shelters and domestic violence service providers, cancer research programs and other related causes throughout the US.

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In the 1960s and beyond, seeing a Coupe de Ville the color of lipstick—which General Motors later named Mary Kay Pink Pearl—was like spotting a symbol of financial freedom and entrepreneurship in the wild. These eye-catching cars have become an American icon, much like the founder of Mary Kay Inc. herself.

Mary Kay Ash, along with her children Ben, Marilyn and Richard, founded her namesake company in 1963 with the goal of designing an opportunity that could change the future for women. Since then, the company has undergone a number of pivots and innovations, but has steadfastly held to the original vision Mary Kay laid out when she built the family company with her own life savings.

The Early Years

Beauty by Mary Kay, as it was originally named, was a scrappy, no-frills operation that required long hours and a family effort to get the business off the ground. And while every startup has challenges, growing a startup in the 1960s had its own set of peculiar barriers—particularly if you were a woman.

“As a woman, it was difficult for her to raise capital,” said Ryan Rogers, Mary Kay Chief Executive Officer and the grandson of Mary Kay Ash. “Even after she found success, when she was ready to buy her first luxury car, she was told to bring her husband back to close the deal.”

That car dealership experience was a defining moment for Mary Kay. She left and decided on Cadillac, in part because they agreed to paint her car to match her makeup compact, but also because the new car dealership treated her with respect. It was an experience that would shape the company’s approach to customer service—and a guidepost to follow when the company went public five years after launch.

“Mary Kay did not like making business decisions based on quarterly earnings reports and the whims of investors,” Rogers said. “She always said that P & L should stand for ‘people and love and not profit and loss.’”

A leveraged buyout in 1985 allowed her to buy the shares back and return the company to private, family ownership—a decision that remains in effect today.

Recognizing Success

Mary Kay was operating in an era of business dominated by men, but she pushed against the limitations that society wanted to place on her. She leaned into becoming a good listener and motivator for her team and developed new ways to empower sales leaders. At her annual recognition events, which she called Seminars, she presented women with luxury rewards that honored their efforts in tangible ways. Incentive trips and glamorous prizes are now commonplace among direct selling companies, but half a century ago, recognition of that type wasn’t the norm. She was a trailblazer, forging a path that other women business leaders could follow and revolutionizing the recognition structure of the industry.

“When Mary Kay herself first became a direct seller for an encyclopedia company, her first sales prize was a fishing pole and that solidified the importance of recognition in business,” Rogers said. “It’s not uncommon to see successful women in sales, business or entrepreneurship today. However when Mary Kay Ash was starting her business, it was extraordinarily unique.”

The pink car was a symbol: Mary Kay Ash was breaking through the glass ceiling on her own terms. And she wanted to empower women entrepreneurs to drive their path to success.

Taking Mary Kay Global

That first pink palette, with five eye and lip colors, blush, mascara and an eyebrow and eyeliner pencil, evolved to include a wide array of cosmetics and skin care. Along the way, the company expanded internationally into markets in Latin America, Europe and Asia-Pacific, embracing global growth to present its products and business opportunities to new customers around the world. Each audience required a personalized model, and Mary Kay Inc. focused on manufacturing its own products to ensure the quality was consistent for each market.

“We have thrived by using a customized approach to creating and selling what women want in various parts of the world,” Rogers said. “Our hyperfocus on technology and the development of apps and sales tools that make it easier for our sales force to manage their businesses has also been critical. Every day, we build on the solid foundation Mary Kay provided and focus diligently on our sales force and customer experience to ensure it is always classy and excellent—a true representation of our founder.”

The Next 60

Like Mary Kay Ash, the Mary Kay brand is a pioneer in its own right. The company implemented an eight-story completely automated storage and retrieval facility, earned a Guinness World Record title for “Largest Makeup Painting” and was one of the first companies on the New York Stock Exchange to be chaired by a woman. At the turn of the millennium, the brand leaned into online business building tools and education and has continued to pursue cutting-edge technology to advance the communities and opportunities within Mary Kay.

“I want Mary Kay to be a company that remains loyal to my grandmother’s values while maintaining excellence in our product offering, speed to market, technology and availability in more markets around the world,” Rogers said. “As glorious as the last 60 years have been, I believe our brightest days are ahead.”

The Mary Kay way is to put people first—or, as Mary Kay Ash was known to say—“Pretend every person you meet has a sign around their neck that says, ‘Make me feel important.’” It’s a quote that runs through Rogers’ mind often as he leads his grandmother’s legacy into the future. He, like the countless number of independent sales consultants, customers and employees that Mary Kay Ash impacted in her lifetime, has experienced firsthand the lasting effect of her kind and warmhearted style of leadership.

“One of my fondest memories is of the inscription she wrote to me in one of her books,” Rogers said. “She said that someday I would run her company. And here I am. I plan to make her proud.”

An Enduring Legacy

We asked several female leaders of direct selling companies to share how Mary Kay Ash inspired and empowered them to build their companies.

“I have so much gratitude and respect for her vision, passion and belief system. She is the ultimate testament that when your intentions are built on an authentic desire to transform lives, the impact you’re capable of having is beyond measure.” —Ashlee Headlee / Awakend Founder & Chief Program Officer

“Mary Kay Ash has been one of my greatest inspirations, especially as a former top-earning field leader who has transitioned into an ownership role. Her powerful legacy is still impacting the direct selling industry and lives on through those of us proud and honored to follow in her footsteps.” —Danelle Meoli / Awakend Founder & Chief Sales Officer

“Mary Kay Ash was an industry trailblazer, audaciously breaking barriers in a world dominated by male CEOs. Her relentless commitment to female empowerment and her forward-thinking profoundly impacted our landscape, paving the path for companies like BELLAME and female CEOs like me.” —Melissa Thompson / BELLAME Founder & CEO

“Mary Kay Ash was not only a trailblazer for female financial empowerment, but for building women’s confidence through beauty and how we treat each other. At LimeLife we borrowed her concept of the ‘invisible sign’ around everyone’s neck that says ‘make me feel important.’” —Madison Mallardi / CEO LimeLife by Alcone

“Mary Kay Ash blazed a trail for women to be entrepreneurs long before this was a well-accepted idea. She certainly put direct sales on the map as a viable option for women around the world, and she did it with her own unique style and flair that will not be forgotten!” —Amber Olson Rourke / Neora Co-Founder & Chief Sales & Marketing Officer

“Olbali strives to be as iconic, elegant and legendary as Mary Kay. Mary Kay has shown me that I do not have to compromise my brand in order to be successful. Thanks to Mary Kay, I have the courage to make Olbali bold and beautiful.” —Courtney Adeleye / Olbali Founder & CEO

“Mary Kay Ash founded her company because she was passed over for a promotion in favor of a man. From that moment, she knew that she wanted to empower other women and did it in a unique way. Qyral’s consultants are doing something new and different, like Mary Kay consultants did decades ago.” —Hanieh Sigari / Qyral Founder & CEO

From the September 2023 issue of Direct Selling News magazine.

The post 60 Years of Mary Kay first appeared on Direct Selling News.

“Mary Kay scientists have spent years researching the latest ingredient innovations to best defend against free radicals and help delay the onset of premature skin aging from environmental and lifestyle stressors such as car exhaust and air pollution,” said Dr. Lucy Gildea, Chief Innovation Officer, Product & Science at Mary Kay. 

This discovery is part of Mary Kay’s ongoing investigation into the effects of air pollution on skin, which has included multiple academic collaborations since 2016. 

The post Mary Kay Research Reveals Breakthrough Finding to Reduce Skin Aging    first appeared on Direct Selling News.

This recognition occurs just as the company celebrates its 60^th anniversary. 

“This tremendous honor from Euromonitor is the cherry on top of our birthday cake,” said Nathan Moore, Mary Kay President of Global Sales and Marketing. “It speaks volumes about our commitment to quality and innovation as well as our incredible community of independent beauty consultants who remain our heartbeat and driving force. Their dedication and passion have painted our past, present, and future with vibrant shades of success.” 

The post Mary Kay Named #1 Direct Selling Brand of Skin Care & Color Cosmetics in the World  first appeared on Direct Selling News.