In a strategic move to bolster its future growth and reaffirm its commitment to women’s empowerment, Mary Kay Inc. has appointed Tara Eustace as Chief Opportunity and Sales Officer. This announcement comes ahead of International Women’s Day, underscoring the company’s dedication to advancing female entrepreneurship.
Eustace, a seasoned executive with over three decades at Mary Kay, will lead the Global Opportunity and Sales organisation. Her primary mission is to centralise the “Mary Kay Opportunity” within all entrepreneurial business strategies. In her new role, she will oversee operations across more than 40 markets worldwide, guiding regional presidents and general managers.
Her organisation aims to transform the experience of Independent Beauty Consultants (IBCs), positioning them as personal beauty advisors for Mary Kay’s extensive product range. A key focus will be on attracting the next generation of entrepreneurs by digitally empowering IBCs. This includes providing digital upskilling, innovative tools, and e-commerce solutions across integrated platforms.
Eustace will streamline global sales operations by focusing on four strategic areas:
- Global salesforce development and education
- Global salesforce experience
- Global salesforce insights and analytics
- Global salesforce social commerce and communications
This initiative aligns with Mary Kay’s commitment to expanding its reach and empowering women to pursue entrepreneurial ventures.
Ryan Rogers, CEO of Mary Kay, expressed confidence in Eustace’s appointment, stating that her entrepreneurial mindset and experience in entering new markets will be instrumental in shaping the company’s future. He emphasised that her leadership will enhance the experience for IBCs and their customers globally.
Eustace’s tenure at Mary Kay has been marked by significant achievements. She has overseen 20 markets, including countries such as Germany, Poland, and the United Kingdom. Her leadership facilitated the company’s expansion into Ukraine, Kazakhstan, and Poland, transforming them into thriving markets. Her dedication to women’s entrepreneurship has reshaped the direct selling industry in Europe, impacting millions by promoting personal growth and financial independence.
Reflecting on her new role, Eustace highlighted the company’s foundational mission to provide unparalleled opportunities for women. She expressed enthusiasm for driving innovation, empowering IBCs, and connecting with the next generation of entrepreneurs. Eustace underscored that each IBC is a small business owner, and local purchases directly support families and their aspirations.
Eustace holds a Bachelor of Arts degree in Russian Studies and International Relations from the University of Virginia. She serves on the CEO Council Board of the European Direct Selling Association (Seldia).
Mary Kay’s commitment to women’s empowerment is evident in its leadership composition: women constitute 54% of the executive team, 63% of the global workforce, and 63% of the research and development team. The company continues to innovate digitally, enhancing the capabilities of its IBCs through platforms like “Link & Learn,” the InTouch® mobile platform, and augmented reality applications such as Mirror Me™ and the Mary Kay® Skin Analyzer. These tools aim to unleash the full potential of women entrepreneurs, aligning with Mary Kay’s mission to empower its independent sales force.
Recent data indicates that nearly 30% of new sales force members in the past year are under the age of 35, reflecting a growing appeal among younger demographics. Additionally, in both 2023 and 2024, Mary Kay was recognised as the number one direct selling brand of skin care and colour cosmetics globally by Euromonitor International.
As International Women’s Day approaches, Mary Kay’s strategic leadership appointment and ongoing initiatives highlight its enduring commitment to empowering women and fostering entrepreneurial opportunities worldwide.