Mary Kay launches Beauty Is More Beautiful Shared™ campaign in Spain

Mary Kay Inc. announced the launch of Beauty Is More Beautiful Shared™ in Spain on October 29, 2026, as part of what it describes as its largest global consumer campaign to date. In an announcement issued from Madrid, Spain, the company said the campaign is rolling out across 40 markets worldwide and aims to introduce the brand to a new generation of consumers.

According to the Mary Kay Newsroom announcement, the campaign centres on connections formed through sharing beauty knowledge, encouragement and experiences. Ryan Rogers, Chief Executive Officer of Mary Kay Inc., described the initiative as an expression of the company’s emphasis on women supporting women, encompassing both Independent Beauty Consultants and customers.

The Spanish programme began with activities ahead of the announcement. According to the company, the Mary Kay Café, held in Madrid in September, brought journalists and content creators together for discussions about beauty, connection and self-expression. Participants exchanged beauty tips and attended a makeup workshop led by professional makeup artist Mara Fervi.

Further activities include a planned collaboration with Cosmopolitan’s Book Club, which the company says will provide young readers with opportunities to connect and exchange perspectives. The announcement also listed an episode of VIBENAT, the videocast created by journalist Ana de Santos, as airing October 29. According to Mary Kay, the episode will feature Mary Kay Spain and Olympic gold medalist Sandra Sánchez.

For the direct-selling sector, the campaign’s stated focus is the relationship between consultants and customers. Gema Aznar, General Manager of Mary Kay Spain, identified that personal connection as a distinguishing feature of the business and described the campaign as a way to highlight the conversations, encouragement and trust involved. The company said its marketing approach will combine social media, influencer partnerships and media outreach with in-person brand experiences and consumer engagement initiatives in Spain and globally.

The launch comes against a market position described in the announcement as No. 1 among direct-selling cosmetics companies in Spain since 2014, a claim Mary Kay attributes to Registro Mercantil data. The company also cited Euromonitor International recognition as the #1 Direct Selling Brand of Skin Care and Color Cosmetics in the world for four consecutive years (2023-2026). The accompanying source note references Beauty and Personal Care 2026Edition and Value Sales at RSP, 2025Data.