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Mary Kay Inc in Beauty and Personal Care

June 2019

Mary Kay Inc is focused on improving its struggling performance in China, capitalising on growth of colour cosmetics in North America and Latin America, and rebranding to attract younger audiences. The best opportunities are in Latin America, helping relieve dependence on its two largest markets the US and China, but future growth is threatened by Natura & Co’s acquisition of Avon Products Inc.

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Euromonitor International's report on Mary Kay Inc delivers a detailed strategic analysis of the company's business, examining its performance in the Beauty and Personal Care market and the global economy. Company and market share data provide a detailed look at the financial position of Mary Kay Inc, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Mary Kay Inc.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Mary Kay Inc provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Beauty and Personal Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the Report

Executive summary

State of Play

Mary Kay Inc is ranked 17th globally in beauty and personal care
North America represents Mary Kay Inc’s largest region for sales
Skin care and colour cosmetics make up core categories
Market momentum, rather than M&A, drives Mary Kay Inc’s growth
Consumer perceptions of Mary Kay Brand

Exposure to Future Growth

Mary Kay Inc’s largest region of opportunity is Asia Pacific
Focus on facial care will keep Mary Kay competitive in Asia Pacific
Case study: Asia Pacific and North America

Competitive Positioning

Mary Kay is present in six of top ten beauty and personal care markets
Mary Kay outperformed global beauty industry up until 2015
Competitor Overlap (this is 2017, Passport not updated with 2018)
Mary Kay Inc ranks in the top 10 in three of its largest markets
Natura & Co’s acquisition threatens Mary Kay Inc in Mexico
Mary Kay Inc’s product portfolio strength is in skin care, colour cosmetics
Opportunities exist to strengthen rank in adult sun care in core markets
Mary Kay Inc expands beyond Brazil and Mexico in Latin America
Fragrance is a key component of Mary Kay’s expansion in Latin America

Skin Care

Asia Pacific continues to be a skin care driver of growth for Mary Kay Inc
Moisturisers and treatments makes up majority of skin care sales
Mary Kay Inc declined 5.9% in 2018 in Asia Pacific, slowed down by China
Mary Kay Inc’s skin care sales fall in China, but still leads direct sellers
Broader offerings in Asia Pacific complement skin care product sales
TimeWise Miracle Set 3D boosts facial care sales across all major markets
Mary Kay’s bestselling skin care products align with consumer needs

Colour Cosmetics

North and Latin America make up 78% of Mary Kay Inc colour cosmetics
Lip products and facial make-up account for majority of sales
US, Mexico and China will remain top three markets for colour cosmetics
Colour cosmetics’ success in Latin America concentrated in Mexico, Brazil
Mary Kay colour cosmetics declines in Mexico, but still leads direct sellers
Mary Kay Inc can find future success in Mexico in eye make-up

Key Findings

Executive summary


Projected company sales: FAQs (1)
Projected company sales: FAQs (2)
Overview of Beauty Survey: Product and brand coverage
Overview of Beauty Survey

Why buy this report:

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions


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