Longtime Mary Kay executive Tara Eustace has been appointed as chief opportunity and sales officer of the Addison-based cosmetics giant.

“Tara and her team are on a mission to ignite passion around the Mary Kay Opportunity, putting it at the forefront of everything we do,” Mary Kay CEO Ryan Rogers said in a statement. “With her entrepreneurial and visionary mindset and a track record of breaking into new markets, Tara will be instrumental in shaping the future of the business for our Independent Beauty Consultants and their customers, leveraging technology and elevating our unparalleled experience to new heights in the beauty and direct-selling industries.”

Mary Kay said that Eustace will lead the global opportunity and sales organization organization with a core mission: to put the “Mary Kay Opportunity” at the center of all entrepreneurial business strategies, the company said. Eustace will oversee all Mary Kay regions, leading the team of region presidents and general managers in more than 40 markets around the world.

Transforming the IBC experience

The company said that her newly formed organization will focus on transforming the Independent Beauty Consultant (IBC) experience, elevating them as personal beauty advisors for Mary Kay’s product portfolio, brand, and opportunity. Eustace will be inviting the next generation of consultants to join the entrepreneurial journey, Mary Kay said.

To achieve the vision, Eustace and her team will digitally empower all generations of IBCs with every opportunity to connect their businesses with consumers through digital upskilling, innovative digital tools, and e-commerce solutions across integrated platforms and channels.

Mary Kay said that Eustace will drive the streamlining of global sales operations, activating four strategic areas: global salesforce development and education, global salesforce experience, global salesforce insights & analytics, and global salesforce social commerce and communications. That includes a commitment to expanding Mary Kay’s footprint to empower women to pursue the dream of owning their small businesses wherever they are.

‘Dynamic earning opportunity’

The company said that Eustace has served in various leadership positions worldwide over the course of her more than 35-year career. Her work has contributed to reshaping the direct selling industry, touching the lives of millions of women, from personal growth to financial rewards and more, Mary Kay said.

The company said that Eustace has led its growth in Europe and beyond, spearheading the most recent Mary Kay expansions into Hungary in 2023 and Kyrgyzstan in 2024.

“When Mary Kay Ash founded our company, she knew that no greater opportunity existed for women than the one we have to offer. I’m energized to ignite innovation, empower our Independent Beauty Consultants to sell with confidence wherever they are, and connect the next generation to a vibrant, sustainable, and dynamic earning opportunity,” Eustace said. “Every single one of our Independent Beauty Consultants is a small business owner who directly benefits from the sale of Mary Kay products. When local customers purchase Mary Kay products from Independent Beauty Consultants, they support a family. And when they support a family, they support a dream.”

Growth and the next generation

At Mary Kay, women make up 54% of the executive team, 63% of the global workforce, and 63% of the R&D team.

The company said nearly 30% of sales force members who started a Mary Kay business over the past year are under the age of 35. In 2023 and again in 2024, Mary Kay was named the #1 Direct Selling Brand of Skin Care & Color Cosmetics in the world by Euromonitor International.

Mary Kay Ash founded her brand in Texas in 1963 with the goal of enriching women’s lives, the company said. Her dream has grown into a global company with millions of independent sales force members in more than 40 markets.

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