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Sponsored Story
Mary Kay Inc., the world’s #1 direct selling skin care and color cosmetics company1 with more than 60+ years of innovation, is reintroducing itself to a new generation with the debut of “Miss Conceptions,” a bold social media series aimed at dispelling myths with humor, honesty and cultural relevance.
Crafted to resonate with Gen-Z and Millennial consumers, “Miss Conceptions” brings “no filters, just facts” to TikTok, Instagram and beyond with short-form, shareable content — debunking misconceptions like “Isn’t Mary Kay just for grandmas?” and “Is Mary Kay still around?” The series also reclaims the brand’s iconic status. From the pink Cadillac to its role in shaping countless women’s first beauty experiences, Mary Kay’s legacy extends far beyond products. Today, the company leverages its heritage to fuel forward-looking growth by modernizing its voice, embracing innovation, driving global social impact and empowering women to define success on their own terms. Designed to break through a crowded, brand-savvy marketplace, the series introduces a fresh voice that speaks directly and confidently.
The global powerhouse drew inspiration from today’s rising beauty consumers, with the character embodying this mix of energy: bold in her approach to beauty, authentic in her outlook, and confident in her pursuit of progress. By culminating these traits, “Miss Conceptions” reframes Mary Kay as a modern, socially-driven brand that resonates with the next generation of beauty lovers and entrepreneurs.
The timing is right: In 2024, nearly 30% of new Independent Beauty Consultants were under 352, and 38% of Mary Kay’s social media following now belongs to next-gen audiences.3 With “Miss Conceptions,” the company aims to accelerate these trends, expanding reach, reshaping perceptions and welcoming the next wave of beauty lovers and entrepreneurs.
The series, which launched earlier this month, will run through December across Mary Kay’s social platforms (@marykayus) and extend to paid campaigns on connected TV networks such as Hulu/Disney+, Peacock, Max, Paramount and Discovery+.
“For over six decades, we’ve been honored for innovation, philanthropy and entrepreneurship, but our greatest legacy is the millions of women touched by Mary Kay,” said Candie Rodriguez, Vice President of Marketing & Sales Support. “‘Miss Conceptions’ allows us to reintroduce ourselves. By embracing humor, transparency and contemporary storytelling, Mary Kay is reclaiming its iconic status while empowering a new generation to see the brand as more than makeup — it’s a movement where beauty, confidence and opportunity come together.”
1 Euromonitor International Limited; Beauty and Personal Care 2025 Edition, value sales at RSP, 2024 data.
2 Source: Mary Kay Inc., 2024 U.S. data.
3 Source: Mary Kay Inc., 2025 U.S. data.
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