The Launch of Beauty Is More Beautiful Shared™ Ignites Brazil through Immersive Beauty Experiences, Netflix Activation, and Iconic Landmark Moments.
São Paulo, Brazil (October 2, 2026) – Earlier this month, Mary Kay Inc. unveiled Beauty Is More Beautiful Shared™, the company’s largest global consumer campaign ever, launching in Brazil as one of its flagship markets.
Rolling out across 40 markets worldwide, the campaign introduces Mary Kay to a new generation by celebrating a powerful belief that has defined the brand for more than six decades: beauty becomes more meaningful when confidence, inspiration, and opportunity are shared.
At a time when beauty is increasingly shaped by algorithms and individual validation, Beauty Is More Beautiful Shared™ champions something more human: authentic connection, collective empowerment, and the transformative impact of women uplifting women. Beauty Is More Beautiful Shared™ has become a global new expression of Mary Kay’s purpose to enrich women’s lives and create meaningful connections through beauty.
Discover the campaign here.
“Beauty Is More Beautiful Shared™ is a reflection of who we are and what we have always stood for: women supporting women,” said Ryan Rogers, Chief Executive Officer of Mary Kay Inc. “As we enter our next era of growth, we are celebrating and empowering every Mary Kay woman – from our Independent Beauty Consultants to customers – Beauty Is More Beautiful Shared™ is more than a campaign, it is a movement.”
Mary Kay Brazil brought the campaign to life by blending a “social-first” approach with a series of high-visibility, unmissable consumer experiences designed to spark connection, conversation, and community. Throughout the month of September, a fully integrated ecosystem of digital media, social content, influencer partnerships, and consumer engagement initiatives amplified the campaign’s reach and inspired millions of meaningful interactions across Brazil.
- September 1-3: A citywide teaser campaign generated curiosity across six major Brazilian cities, including São Paulo, Rio de Janeiro, Belo Horizonte, Recife, Curitiba, and Florianópolis through unbranded out-of-home placements.
- September 1-6: Roda Rico, one of São Paulo’s most recognizable landmarks, was illuminated as a powerful symbol of the campaign and its message of shared beauty and connection.
- September 4: The campaign officially revealed Mary Kay as its hero film premiered on Netflix, bringing the campaign’s message to audiences nationwide for a full month.
- September 4: Influencers, media representatives, and Independent Beauty Consultants gathered for an exclusive launch experience at Beauty Land, celebrating the campaign and the community that powers the Mary Kay brand.
- September 5-6: Set against the backdrop of São Paulo’s iconic Roda Rico, Beauty Land brought the campaign to life through an exclusive public launch experience featuring immersive beauty activations, hands-on discovery of the new Mary Kay TimeWise® 3D Foundation, and wellness-focused experiences that embodied the campaign’s spirit of connection and belonging. Developed for women of all skin tones, the TimeWise® 3D Foundation delivers inclusive performance and confidence in every shade.
- The newly reformulated TimeWise® 3D Foundation features 45 skin tone-true shades across both matte and luminous finishes.
- The TimeWise® 3D Foundation was developed using proprietary IntelliMatch™ Technology, informed by more than 3,000 real skin tone data points. The result is a seamless, natural-looking match that simplifies shade selection.
- Consumers can also take advantage of Mary Kay’s AI-powered Foundation Finder, an award-winning tool that helps identify their ideal shade with confidence.
“Beauty Is More Beautiful Shared™ is a powerful expression of what makes Mary Kay unique. For more than six decades, our business has been built on relationships, trust, and women empowering one another to achieve more together than they ever could alone,” said Sergio França, General Manager of Mary Kay Brazil. “This campaign brings that belief to life on a national scale. From iconic landmarks and digital platforms to immersive experiences that invite people to connect in person, we are creating moments that inspire confidence, foster community, and celebrate the extraordinary impact of sharing beauty, knowledge, and opportunity.”
Beauty Is More Beautiful Shared™ reflects Mary Kay’s enduring belief that when women connect, support one another, and share their confidence, the impact extends far beyond beauty. As the campaign unfolds across Brazil and around the world, Mary Kay is inviting a new generation to experience the power of beauty not as something we keep for ourselves, but as something that grows when shared.
Topping the Charts:
- Mary Kay ranked #8 out of 5,500 brands on Forbes’s 2026 Best Brands for Social Impact[1] moving up from stellar #9 achieved in 2025. Mary Kay is the only beauty brand in the Top 15 and the only direct selling company on the list.
- Mary Kay ranked #2 on Forbes 2026 Best Customer Service list moving up from #93 in 2025[2]. Mary Kay is the only Beauty brand in the Top 15 and the only direct-selling company in the Top 50.
- Mary Kay is named the #1 Direct Selling Brand of Skin Care and Color Cosmetics in the World[3] by Euromonitor International for four consecutive years (2023-2026).
- Mary Kay is the #1 Brand of Facial Make-Up and Lip Products in Latin America[4].
- Mary Kay is the #1 Brand of Overall Beauty Consultant Satisfaction in Brazil[5].
- Mary Kay is #1 Makeup Brand for Face Makeup in Brazil[6].
[1] Alan Schwarz (March 17, 2026). Forbes – Best Brands For Social Impact 2026. https://www.forbes.com/lists/best-brands-social-impact/
[2] Alan Schwarz (October 14, 2025). Forbes – Best Customer Service 2026. https://www.forbes.com/lists/best-customer-service/
[3] “Source Euromonitor International Limited; Beauty and Personal Care 2026Edition, Value Sales at RSP, 2025Data”
[4] Source Euromonitor International Limited; Beauty and Personal Care 2026 Edition, value sales at RSP, 2025 data
[5] Source: CVA Study – Consolidated Beauty Consultant, Direct Sales and Cosmetics Retailers in Brazil, 2025.
[6] Source: Share Valor, Makeup, 100% Face Makeup, Total Brazil, January 2024 – December 2024 / Nielsen Homescan.