Mary Kay Inc., a global leader in beauty and entrepreneurship, announces the launch of its Global Social Squad (GSS) Pilot Program – a groundbreaking initiative designed to empower Mary Kay Independent Beauty Consultants (IBCs) as dynamic digital brand advocates and next-generation social media storytellers.

aunching in select markets worldwide in 2026, the Global Social Squad Pilot Program represents a strategic evolution in how Mary Kay connects with consumers and amplifies brand and product awareness, while positioning the Mary Kay business opportunity in a social-first business environment, across digital platforms, timelines, and geographies.

Empowering Independent Beauty Consultants to Shape a New Era of Digital Leadership

The Global Social Squad ignites a diverse and talented group of Mary Kay Independent Beauty Consultants who exemplify authenticity, creativity, and social media expertise. These digital leaders create engaging, high-quality content, participate in global campaign activations, and share practical social media strategies with their communities and other Independent Beauty Consultants, fuelling both brand relevance and business growth.

“At Mary Kay, our influencers are our Independent Beauty Consultants,” said Tara Eustace, Chief Opportunity & Sales Officer at Mary Kay. “In a social-first business environment, the potential to connect has never been greater. The Mary Kay Global Social Squad Program is empowering our Independent Beauty Consultants to lead in the digital space by unlocking the power of authentic storytelling and building meaningful connections with beauty lovers and budding entrepreneurs around the world.”