On DSN’s 20th anniversary, we asked industry leaders and legends to share how past evolutions and current opportunities are shaping the future of the industry.

In 2004, Stuart Johnson, now CEO of Direct Selling Partners, Direct Selling News (DSN) and NOW Tech, held a clear vision: to create a monthly publication that offered timely and useful information to direct selling executives. Today, that vision has expanded beyond a print publication to include podcasts, workshops, executive forums and informative in-person events featuring the biggest names in the industry. The format and appearance of the magazine has changed throughout the years, but the original foundation of Johnson’s vision remains unchanged.

As we celebrate 20 years of innovations and insights, we take a look back on a few of DSN’s most important milestones. But even before DSN’s debut in 2004, Founder and CEO Stuart Johnson had an illustrious career influencing the channel. He founded VideoDirect in 1987, which ultimately became VideoPlus and then SUCCESS Partners. He launched SUCCESS Partners University, an education conference for direct selling corporate executives in 2002.

DSN, now in its twentieth year of publication, continues to be the go-to resource for well-researched global industry news, expert insights and interviews with the founders and executive leaders behind the channel’s legacy companies and rising stars.

Deborah K. Heisz, now Neora Co-CEO, and John Fleming, a DSN Legend and former Avon executive, were two of the original staff members tasked with assembling the publication’s flagship print issues.

“At the time, there was no real periodical resource for legitimate news and information for people who were leading and operating direct selling companies,” Heisz said. “People were hungry for a trade journal they could rely on, and we received feedback from dozens—if not hundreds—of executives and owners across the industry letting us know we had truly filled a need.”

From a simple eight-page newsletter to the robust, global magazine it is today, DSN remains committed to supporting, informing, connecting and challenging direct selling executives across the US and around the world.

“I planned to stay for two to three years, but I remained Publisher and Editor in Chief for nine,” Fleming said. “We started by building something relevant and, in many ways, it has become far more relevant than we ever envisioned.”

Twenty Years of Industry-Changing Trends

The past two decades have been host to some of the most dramatic shifts in the channel, including the proliferation of the internet; the broad adoption of mobile devices; and pandemic-induced social distancing that forever changed the way shoppers buy products and interact with brands. With each paradigm shift, the direct selling industry learned to evolve and adapt.

We asked these executives: In the last 20 years, what changes have had the greatest impact on the industry?

“The vast majority of companies started in the industry by sharing products at home parties. Now, we’re sharing the opportunity virtually and across the globe without concern for physical barriers. Digital platforms forced all of us to adjust, while opening up a world of opportunity.”—Mark Pentecost / It Works! Founder and Chairman

“The operating landscape has permanently changed. Millennials want their own gig, but the average direct-to-consumer venture lacks the ability to scale up the way a direct selling company can with sales organizations.”—Rick Goings / DSN Legend, Chairman Emeritus and former CEO of Tupperware Brands

“Twenty years ago, signups and applications required a stack of paper. Today, it’s all done digitally. Technology has enabled much more efficient point-of-sale transactions and created the ability to connect and communicate with more people.”—John Addison / Addison Leadership Group; Board Member for Primerica, LegalShield; Senior Advisor to Utility Warehouse

“The digital revolution of the early 2000s felt, at the time, like a once-in-a-lifetime revolution, but it proved to be just the beginning of an avalanche of technology and business models that would profoundly change the world around us. Through all of these changes–the rise of social media, gig platforms and AI, and the challenges of the pandemic—we have demonstrated that, as a channel, we can adapt and evolve quickly.—John Parker / Amway Chief Sales Officer

“Technology has been the biggest gamechanger for us. I believe you have to have a robust strategy in both automation and face-to-face interactions for success in today’s marketplace. It is a delicate balance. Simplicity and speed can be the difference between success and failure.”—Kevin Guest / USANA Executive Chairman

The Next 20 Years

Lessons from the past 20 years have illustrated that change is not only inevitable; it is a critical part of healthy evolution. It was by welcoming social media, ecommerce and a digital-first footprint that the industry was prepared to not only survive but thrive during the pandemic. And as industry leaders look to the horizon, it will be that same bold approach and nimble, open mindset that will prepare the next generation of direct sellers for success.

We asked these executives: What actions should leaders be taking now to prepare for the future?

“We need to remember what got us here. We have always been an industry that focuses on building people, and then those people go on to build our business. We can ensure our future success by remembering that the most valuable asset any direct selling company has is our loyal, hardworking distributor field!—Rudy Revak / DSN Legend, Founder of Symmetry and Xyngular

“As technology continues to create opportunities and disruptions, I believe the future of direct selling will have to be centered around community and the social dynamic in our businesses. Great products, compelling income opportunities, competitive customer and representative experiences will continue to be basic requirements, but the community and social experiences we offer can be real differentiators.—John Parker / Amway Chief Sales Officer

“We empower women and others to work a meaningful business in pockets of their day. That’s the best part of direct selling. That’s how we win. We must continue to create and emphasize this opportunity—the side hustle is always in style.—Sarah Shadonix / Scout & Cellar Founder and CEO

“Leaders in the channel should plan for growth. Those who stay current by investing in the technologies of today and tomorrow—including new ways to purchase, improve speed to customer and product value—will thrive.—Joni Rogers-Kante / SeneGence Founder and CEO

“Direct selling will continue to thrive where the exchange of value is ongoing and supportive—like in following a nutrition or fitness plan—because of the importance of accountability to achieve success, but we need to acknowledge that affiliate marketing will replace network marketing where the relationship is purely transactional.—Carl Daikeler / BODi CEO

“Personalization and integration of AI in customer service are trends that we find exciting and that we are integrating into our strategy. Direct selling is also very unique; we never work solely online or offline. The future is hybrid, and we are relying on hybrid solutions in our strategy and development to be active pioneers in our industry.—Rolf Sorg / PM-International Founder and CEO

Creating a Lasting Impact

DSN has always strived to stay on the cutting edge of direct selling trends, news and thought leadership through its educational initiatives and events. We asked these executives: How has DSN’s coverage and perspective impacted your businesses over the past two decades?

“DSN has challenged the way I think about our business and the future of our channel. It helps me sift through the hype and understand the real innovations and opportunities that will shape our future. I am so grateful for the connections and insights that DSN has brought to me and our industry.”—John Parker / Amway Chief Sales Officer

“What DSN provides is something critical for the industry: a collegial way to share best practices with one another. One of the great things about the direct selling industry is people’s willingness to share both their successes and failures. DSN gives executives a way to learn and grow their businesses.—John Addison / Addison Leadership Group CEO; Board Member for Primerica, LegalShield; Senior Advisor to Utility Warehouse

“DSN is a powerful source of knowledge, allowing companies to learn from each other and grow. DSN has always offered great insights and innovative ideas. When there can be criticism of our industry, it’s important to have a platform like DSN to speak of the positive impact we’re having around the world.—Mark Pentecost / It Works! Founder and Chairman

“DSN is an important forum for keeping abreast to fast changing forces and how others are approaching and adapting to remain vital and resilient.—Rick Goings / DSN Legend, Chairman Emeritus and former CEO of Tupperware Brands

“The DSN articles and DSU events have been an amazing asset to the corporate leaders of this channel. They both create opportunities to gain valuable information, ideas and strategies, and they give guidance during changing and challenging times.—Rudy Revak / DSN Legend, Founder of Symmetry and Xyngular

“DSN continues to be an important voice and resource for steering the direction of this method of sales and marketing. It’s easy for institutions and regulators to lose sight of the individuals who legitimately use direct selling as their livelihood. DSN helps us all remember who is most important in this industry, and it’s not the company—it’s the distributors and customers.—Carl Daikeler / BODi CEO

“When DSN started, I remember thinking: ‘Finally! One place to get timely, reliable and insightful information on other direct sellers.’ Before DSN, people had to constantly scan multiple sources. It was very easy to miss company announcements and releases because so many direct sellers were private or just starting out.—David Holl / Mary Kay Chairman and former CEO

“DSN is my ‘go-to manual’ when I have questions; seek insight; look for surveys; or simply look for inspiration when I need it. I never throw away a publication, as I know I’ll need to refer to it one way or another. It helps me stay informed and current with what is going on in our channel.”—Joni Rogers-Kante / SeneGence Founder and CEO

“The community gains so much strength when we all work together, and DSN makes that happen. They are invaluable to the ongoing growth and professionalism of this industry, and I am so grateful for their work.”—Michele Gay / LimeLife by Alcone
Co-Founder & Chairwoman

“The coverage of the direct selling landscape in DSN is like no other, providing a clear and nuanced view into an industry that thrives on personal connections and innovative strategies. The articles are a testament to the precise research and commitment to detail that the team embodies, making Direct Selling News an invaluable resource for anyone involved in or interested in the dynamic world of direct sales. It’s journalism that not only informs but enriches and compliments the conversation around this unique sector of commerce.—Rolf Sorg / PM-International Founder & CEO

Building a Legacy Meant to Last

Reflecting on the past 20 years, the DSN team continues to build and plan for an even brighter future with more events, global coverage, expanding platforms and an unflinching grasp of Johnson’s original vision. The next 20 years will expand on that relevancy and commitment, providing more insights, developing broader resources and presenting more opportunities to support the executives working diligently to strengthen and scale the one-of-a-kind entrepreneurial possibilities found within the direct selling channel. 

From the January/February 2024 issue of Direct Selling News magazine.

The post Cheers to 20! first appeared on Direct Selling News.

Holl joined Mary Kay in 1993 and has served in a number of executive roles for the company, including Chief Financial Officer and treasurer, President and Chief Operation Officer, and Chief Executive Officer. 

“I’ve had the distinct honor to work with David throughout the past several decades as he’s led and impacted several industry initiatives for DSA and DSEF, always challenging us to go beyond the status quo and foster new relationships,” said Joseph N. Mariano, DSA President and Chief Executive Officer. “David’s commitment to the channel and development of entrepreneurs globally is unmatched. His vision for the future of direct selling and how it should offer support to communities worldwide is revolutionary and an example to us all.”

The post Mary Kay Chairman Inducted into DSA Hall of Fame  first appeared on Direct Selling News.

The names say it all. Walt Disney. Henry Ford. James Cash Penney. Iconic Founders and CEOs who came to personify the brands they led in the minds and hearts of their employees and the world. This phenomenon is perhaps even more prevalent in direct selling, where there is a long and storied tradition of charismatic leaders who have become synonymous with the companies they helm.

There’s no denying it. In our channel, the Founder/CEO is often a very powerful symbol—the person the field rallies around and gathers inspiration from; the keeper of the vision; the company’s driving force and undeniable figurehead. Having one person so closely associated with your brand presents both tremendous opportunities and challenges.

But what elevates a Founder/CEO to icon status? Is it unwavering vision and commitment? A charismatic persona? Passion for the products? A desire to provide stability, flexibility and opportunity for aspiring entrepreneurs? A combination of all of the above?

We recently spoke with several of the channel’s most impactful CEOs—some who founded their companies and others who have taken over for visionary leaders. We asked them for their thoughts on the role of the Founder/CEO in direct selling to discover how they balance being the face of the brand while safeguarding the brand itself.

Casting a Long Shadow

When asked what trait makes a leader iconic, the word charisma is often cited. And while a lot of energy has gone into examining the charisma behind influential leaders like Reese Witherspoon, Elon Musk and Richard Branson, charisma is an elusive term—and almost impossible to quantify.

Paul Adams of the Adams Resource Group has over 30 years of experience working closely with direct selling executives and understands the power and the pitfalls of charismatic leadership.

“I love folks with charisma who can paint a vision that people want to follow,” he shared. “I’ve seen many companies grow to amazing heights through brute force and charisma. But that will only carry you so far. There comes a time where they have to run a good company with a good team and sound fundamentals.”

It’s a sentiment echoed by Heather Chastain of Bridgehead Collective, a direct selling strategic consultancy. “The belief, conviction and passion of Founder/CEOs is a special kind of magic that inspires in ways that nothing else can. There’s a consistent authenticity that shows through in every aspect of the business.”

Bigger than the Brand?

Social media has undoubtedly contributed to the rise of the idea of Founder/CEO as influencer and celebrity. Consumers can now interact and get insights into the personal lives and beliefs of the CEOs they admire through Twitter and other social media channels. CEOs now have the power, means and platforms to instantly connect with their followers, turning them into passionate brand advocates and members of a larger community.

And in direct selling, it’s particularly important for the field to feel that connection with their CEO. Through conferences, incentive trips and social media posts, the field develops a relationship (real or perceived) with leadership that feels personal and full of expectations.

While the benefits of that kind of community and connection are powerful, there is also a risk of the CEO eclipsing the company in the field’s eyes.

It’s something that Jason Camper, Founder and CEO of Le-Vel, has been concerned about since Day One. “I never wanted Le-Vel to be about one person. I wanted it to be a community. You just don’t know what the future holds, so it needs to be about the mission, the culture and the impact you can have.”

The challenge is ensuring that the organization fosters and maintains a strong identity separate from that of its founder. “It’s vital that an organization have honest and open conversations about how the company positions the founder. From the very beginning, the role and voice of the founder should be something that’s used strategically,” urged Chastain. “This is critical for scalability during the initial growth phase. It’s imperative the company isn’t dominated by one person or personality.”

“Many companies have found a way to use a founder’s big persona AND build a great company at the same time,” added Adams. “If the Founder/CEO believes they are always right and doesn’t want to listen to others…that is a lonely road. Hubris is a terrible but far too common cause of corporate decline.”

Bottom line? Strong leadership trumps charisma.

Jack Fallon, Founder CEO of Total Life Changes (TLC), understands that while people relate to his underdog story of building a business against all odds and find inspiration in his persistence and perseverance, ultimately the field and customers are motivated primarily by the products.

“The products create the success stories,” he explained. “It’s not my company. I founded it, sure—but it is the energy and ability of others to promote their success stories that carry TLC. I will never become bigger than the brand. That’s not even a consideration or concern for me.”

Fa Park, Founder and CEO of Color Street noted a simple solution that works for his company. “When we keep our products, innovation and manufacturing capabilities front and center, there is no risk that I become bigger than the brand.”

While the concerns are valid and precautions are important, being the face of the company is not something that confident leaders shy away from. “We don’t really see any drawback to being the face of 4Life,” said Co-Founder Bianca Lisonbee who created the company with her husband David. “But it does place a big responsibility on us to be a good example in all that we do. And anything that can remind or motivate us to be the best version of ourselves is a good thing.”

Inspiring the Field

There is a an undeniably special relationship between the CEO and field in direct selling. It’s a relationship that across the board the channel’s most iconic CEOs nurture through transparency and respect. The field must believe and share in the founder’s vision, and by cultivating strong sense of partnership and open communication, iconic CEOs can effectively lead the field through the peaks and valleys of the business.

“Is having a heathly relationship with the field important? It’s like asking if it’s important to have a healthy relationship with your spouse,” shared Camper. “It’s super critical. It’s beyond critical. When there’s a problem and you try to sweep it under the rug—that’s when people get frustrated. I think we have a healthy balance of what we share with the field and what the field shares with us.”

Katy Holt-Larsen, Kyäni’s CEO, agreed. “We call our field business partners, because we see them as such. We are vested in each other’s success, and this requires a relationship created by listening, understanding and building together.”

For Market America Worldwide | SHOP.COM’s Founder and CEO JR Ridinger, the reciprocal nature of the relationship between field and leader cannot be underestimated. “The greatest benefit of leading Market America is having the opportunity to share such a powerful entrepreneurial business with people all around the world. Our business isn’t about figureheads and CEOs. It’s about enabling people to achieve their personal and financial goals. It’s about leading by example and succeeding so other people can realize their dreams. It’s really about their achievements—not mine.”

For Park, constantly building that belief is a primary responsibility of his role as CEO. “Our field knows that when I talk about having hopes; believing in what you have to offer; building a business one person at a time—they know it comes from my personal experience. I didn’t give up on my dream for Color Street, and I encourage them to not give up on theirs.”

Building on Powerful Legacies

But what happens to the organization when these iconic leaders are no longer a part of the company and can no longer fulfill the role of champion and cheerleader for the brand? How can their successors make the role their own without losing the founder’s vision? And how do they gain and retain the trust and confidence of the field when the person most closely associated with the mission, purpose and success of a brand is no longer there to serve as inspiration?

The challenge is certainly not unique to direct selling. Many brands have found ways to successfully leverage their leader’s legacy and incorporate it into their positioning and branding. Even though Colonel Sanders has been deceased for decades, his likeness remains the center of Kentucky Fried Chicken. And most consumers can’t think of Apple without also thinking about Steve Jobs.

This same premise is demonstrated throughout direct selling. Mary Kay, Young Living and Kyäni have endured the loss of a dynamic Founder/CEO. Each of these companies have kept the founder’s mission at the heart of the company, but moved the company forward with a vision that both honors and evolves that of the founder.

Perhaps no company in or outside the channel is more closely identified with one person as Mary Kay. The company will mark its 60th anniversary next year, and it has kept Founder Mary Kay Ash as it guiding light and touchstone since her death in 2001.

As David Holl, Mary Kay’s Chairman and CEO explained, “When Mary Kay Ash is the person associated with your brand, you want to emphasize that. Her legacy and leadership cemented her as one of the world’s most-renowned transformational leaders. Perhaps no other woman has played a more important role in the advancement of women entrepreneurs.”

It only makes sense to keep that legacy at the center of the brand and the heart of today’s leadership at the family-owned company. Her vision was to empower women to have economic opportunities, which is just as powerful and meaningful today as it was in 1963. “We have a clear line of sight knowing we are here to support the independent sales force,” said Holl. “It’s important to remember why we are here and who we are here to support. Her legacy is something we aspire to honor and challenge ourselves to look up to every day.”

Young Living faced a similar challenge with the loss of their Founder and CEO D. Gary Young in 2018. He founded the company with his wife Mary, who has taken up the helm as CEO since his death. The company was built on a foundation of helping others achieve their dreams through the freedom of health and well-being, and Gary’s personal story about the healing power of essential oils inspires more than 6 million distributors and customers across 155 countries around the globe.

But the dream for Young Living did not belong to Gary alone. Mary was first introduced to direct sales in 1985. The knowledge, experience and hands-on approach she learned all those years ago still influences her leadership style. As a female CEO running one of the largest direct selling companies in this industry, Mary’s keen, human-focused business instincts play an active role in elevating the mission of the organization worldwide.

“I strive to make decisions that keep the integrity of who we are and our mission intact as we expand forward into the next chapter of Young Living,” she shared. “Gary planted the seeds of our roots for the powerful foundation that we have today from which we spread our wings to carry our vision to new heights achieving the destiny that has always been ours; touching the hearts and souls of humanity as educators of nature’s living energy—essential oils.”

Perpetuating Gary’s vision remains the heart of Mary’s vision, and she continues to direct considerable time and energy into the D. Gary Young, Young Living Foundation. In just the last five years, the foundation has impacted nearly one million lives.

When an unthinkable tragedy permanently altered the trajectory of Kyäni in the form of a plane crash in 2019 that took the lives of two of the company’s founders, the remaining leadership team immediately stepped in to provide the stability the company needed to navigate incredibly complicated waters.

After the loss of Kirk and Jim Hansen, Carl Taylor, another Founder, took the helm in the immediate aftermath with the help of a solid leadership team to help keep the company’s vision, mission, message and purpose afloat.

Current CEO Katy Holt-Larsen joined the company one year after the tragedy and found instant inspiration from those lost and those left behind. As she explained, “It was the founders’ vision and legacy that drew me to Kyäni. When you think about the word ‘founder,’ it is derived from ‘foundation.’ The Hansens and the Taylors laid a strong foundation for the company, and everything I do to help Kyäni grow is grounded in those principles.”

The experience has shaped Larsen’s approach to leadership. “When I came on, people were undoubtedly still feeling the loss of these men, but the company itself was still moving forward. It really speaks to the vision and leadership of all of our founders that Kyäni was able to not just survive a crisis like that, but continue to thrive. Two-plus years down the road we’re making significant personal and financial investments in our future, driving the business forward; working super hard; and enjoying a lot of success.”

Securing a Smooth Transition

While these stories of sudden leadership changes are dramatic, thankfully they are not the norm. And every successful direct selling company will ultimately pass the baton from the Founder/CEO to the next generation of leadership.

Many factors go in to the decision of how to ensure minimal disruption when a founder plans to retire or leave the business. Health of the business; current trajectory; and future positioning all come into play. Chastain noted that this can often be an excellent time to gently and respectively signal a new direction for the brand. “As with most things, you can’t go wrong if you are kind, respectful and clear in your communication, regardess of the degree of change.”

Adams feels the smoothness of the transition depends upon the key principles and beliefs at the heart of the company. “We believe in building companies around key principles. If we hire and train based on those principles, a company can continue to thrive, regardless of who the current leader is.”

4Life’s David and Bianca Lisonbee have always had a clear vision of how important surrounding themselves with other capable leaders is to the longevity of the business. “There’s no doubt that a founder’s role is unique in terms of cultivating a corporate culture and shaping the fundamental tenets of a brand,” David shared. “However, stewardship must engender a humility that attracts leaders in all levels of management. We enjoy the support of very talented senior-level colleagues with long-term tenures. Danny Lee, 4Life President and CEO, drives each of them to grow and elaborate upon the brand, knowing that they understand our vision.”

A Position Like No Other

The role of CEO in any organization is complicated. It involves being a good leader of course. But it also requires being a good listener. They must be truly passionate about the products, and they must be fiercely protective of the people and institution they lead.

It requires great personal charisma, unwavering vision and commitment and willingness to collaborate with their corporate office and their field. It’s not an easy job—but, according to the channel’s key players, it is ultimately a rewarding one.

“Whether it’s the products or our leadership, I never get away from people telling me how much Le-Vel changed their life,” Camper said.

So while these are positions of power and influence, the leaders are also careful to note that, at the end of the day, the company is more important than any one person—even the Founder. As Bianca Lisonbee succinctly explained, “The brand itself is bigger than any one of us because its success includes so many of us.” 

Three Key Takeaways

1 / The role of Founder/CEO as celebrity and influencer is expanding

In direct selling, social media, events and incentive trips gives the field easy access and an unprecedented personal connection to the Founder/CEO.

2 / The relationship between Founder/CEO and the field is essential

Distributors must believe in the vision and leadership of the Founder/CEO—cultivating close personal bonds with the field builds belief.

3 / Passing the baton can launch the brand in a positive new direction

While the Founder/CEO is a powerful figure and asset, new leadership can subtly shift the company in an intriguing way.

From the July 2022 issue of Direct Selling News magazine.

The post Leading by Example first appeared on Direct Selling News.

This year’s Bravo Leadership Award was given to David Holl, Chairman and Chief Executive Officer of Mary Kay for his visionary leadership and the strategic direction he has provided the company since coming on board 29 years ago.

Mary Kay is one of the largest direct sellers of skin care and color cosmetics in the world, and David oversees all operational and fiscal initiatives for the multibillion-dollar company. He is a member of the Mary Kay Inc. board of directors and leader of the company’s executive committee.

With nearly 60 years of history and operations in nearly 40 international markets, David is at the helm of a top beauty brand with more than 700 products in its global portfolio, thousands of employees and millions of independent sales force members worldwide.

David joined Mary Kay Inc. in 1993 and in 1996, served as Chief Financial Officer and Treasurer where he was responsible for the overall financial growth of Mary Kay across the globe. In 2001, he was named President and Chief Operating Officer. And in 2006, David assumed the title of President and Chief Executive Officer.

Under his leadership, the powerhouse cosmetics company has expanded into numerous new markets and successfully diversified its revenue across Mary Kay markets worldwide. The company has also made significant progress on key strategic initiatives including global rebranding and global standardization of core systems and processes.

During David’s tenure as Chief Executive Officer, Mary Kay’s global revenue has more than doubled with markets around the world regularly setting sales and independent sales force records.

He is a past Board Chair of the Direct Selling Association, as well as a member of the Personal Care Products Council (PCPC) Board and the World Federation of Direct Selling Association CEO Council. An active community volunteer, David serves or has served on numerous civic boards including the Nature Conservancy, the Southwestern Medical Foundation and the Dallas Citizens Council.

It should come as no surprise that DSN honored and celebrated David’s history of leadership, innovation and philanthropy by selecting him to be this year’s recipient of the Bravo Leadership Award. We were honored to sit down with David and get his thoughts on the past, present and future of the channel and what he has learned during his time at Mary Kay.

An Industry in Transition

Because Mary Kay as a company has been around for nearly 60 years, and David has been on hand for approximately half of those years, he has seen enormous shifts in external factors such as consumer preference, culture and product trends. But David feels that perhaps the biggest change he has observed during his tenure in direct selling has been a relatively recent one: the ongoing digital transformation of the channel.

“We’re constantly tasked with helping our independent beauty consultants meet customers where they are, and where they are is constantly shifting,” he explained. “It’s a challenging—but exciting—opportunity.”

Even as the channel evolves to meet shifting consumer expectations and preferences, David remains confident and excited about Mary Kay’s future. For him, it all comes down to staying true to the values that have served the company so well for 59 years.

“When you have a solid foundation, it’s easy to grow with the times. All of Mary Kay’s success—from the first makeup party in 1963 to our digital efforts of the past few years—can be traced directly back to our rock-solid foundation,” he said. “It’s not just lip service for Mary Kay. Our thousands of employees and millions of independent beauty consultants truly believe in the ideals we were founded upon.”

The synergy that exists between field and corporate is a vital asset to Mary Kay’s ongoing success according to David. “I learn from the independent sales force every single day. Their adaptability, creativity and entrepreneurship continue to amaze, and I certainly hope I’ve been able to integrate some of those qualities into my leadership style.”

A Bright Future Ahead

In spite of the uncertain global economic conditions facing the channel, David believes the future for Mary Kay—and direct selling in general—is bright. “Now is a great time to start a direct selling business.”

David thinks the unique opportunity and tools his company has developed make Mary Kay a particularly smart choice for aspiring entrepreneurs. “Through our digital transformation, we’re finding creative and out-of-the-box ideas for introducing the Mary Kay brand to everyone—anywhere, anytime—so customer relationships are nurtured by sharing an immersive beauty experience,” he explained.

One of the innovations David is most excited about is Mary Kay’s ongoing digital transformation. “We recently launched Suite 13. The experience leverages the use of virtual reality to digitize Mary Kay’s pop-up showroom,” David shared. “Independent beauty consultants and their customers can tour a 360-degree, 3D beauty experience where users can virtually browse our skin care portfolio as well as explore the company and learn more about our iconic founder, Mary Kay Ash.”

Leading with Integrity and Purpose

David was able to join us at the DSN Global Celebration to accept his Bravo Leadership Award in person. He expressed his gratitude to the team at Mary Kay who he has worked so closely with for 29 years. The team’s bond of lasting friendship and shared purpose has been a tremendous help to him throughout his tenure at Mary Kay.

As he shared in his acceptance speech, “You don’t get an award like this without surrounding yourself with great people. When you are in a business that’s all about creating leaders to be successful, to receive an award like this means something to me—and to the company as well. Thank you!”

Congratulations to David as he keeps one eye on Mary Kay’s future, while honoring the company’s legendary past.

From the June 2022 issue of Direct Selling News magazine.

The post David Holl / Creating a Future-Focused, Prosperous Mary Kay first appeared on Direct Selling News.

Earlier this year, in an effort to help slow the spread of the pandemic and support frontline workers, Mary Kay Inc. announced it would donate nearly $10 million in monetary and distribution support in the communities where it operates around the globe. As the world continues to battle the virus, Mary Kay has expanded that commitment to over $10 million while also broadening its partnerships with support organizations and targeting those populations disproportionately affected by COVID-19.

One such population is the Navajo Nation, which is experiencing some of the most COVID-19 cases per capita in the United States. Stretching 25,000 square miles of land across Arizona, New Mexico and Utah, approximately 244,000 people call Navajo Nation home. The community has an infection rate higher than most communities and nearly 10,000 confirmed cases of COVID-19.

“Big, sweeping efforts to help fight this virus are important—and impactful—but we also must focus in on our most vulnerable communities,” said David Holl, chairman and chief executive officer of Mary Kay Inc. “The countless stories of families affected in our country’s great Native American population are devastating. It’s our hope that organizations continue to support the Indian Health Service so frontline workers can safely stop the spread and provide care for those already affected by the virus.”

Mary Kay has donated nearly 75,000 units of hand sanitizer to the Indian Health Service (IHS), an operating division within the U.S. Department of Health and Human Services. IHS is responsible for providing direct medical and public health services to members of federally recognized Native American tribes and Alaska Native people. The network is the principal federal health care provider and health advocate for Indian people, providing a comprehensive health service delivery system for approximately 2.6 million American Indians and Alaska Natives who belong to 574 federally recognized tribes in 37 states. The donated hand sanitizer units were used to stock 26 hospitals, 59 health centers, and 32 health stations within the nationwide IHS network.

The company also supplied hand sanitizer units to the Gallup Indian Medical Center (GIMC) to help support their efforts to create home hygiene care kits and promote health through educational materials. The GIMC Community Response team is standardizing the distribution of health promotion and hygiene materials at patient access points such as drive-through testing sites. Health promotion will be provided via in-person conversations with medical professionals and distribution of written information available in English and Navajo.

“The Indian Health Service, along with our tribal and urban Indian organization partners, are delivering crucial services under extraordinary circumstances,” said IHS Director Rear Adm. Michael D. Weahkee. “Hand sanitizer is an important resource for stopping the spread of COVID-19. We are grateful for this donation and for all the donations that we are receiving from different sources. They make a real difference in our ability to better serve our communities and fulfill the IHS mission of raising the physical, mental, social and spiritual health of American Indians and Alaska Natives during this pandemic.”

The post Mary Kay Inc. COVID-19 Support Efforts Target Disproportionately Effected Native American Populations first appeared on Direct Selling News.

The contribution is in monetary donations, product donations and distribution support in the countries where it operates and communities in critical need around the world.

“The wide-ranging impact of this pandemic on our economies, populace and the world at large may not be truly known for some time,” said David Holl, chairman and chief executive officer of Mary Kay Inc. “But here’s what we’re sure of right now: people are suffering, and an unprecedented crisis requires everyone’s support. It’s our responsibility to help those affected by this virus—either directly, like our frontline workers, or indirectly, like women and children impacted by the alarming uptick in domestic violence cases.”

In response to the global COVID-19 pandemic, Mary Kay Inc., its subsidiaries around the world, and along with its four company-sponsored Foundations in Canada, Brazil, China and the United States, have taken the following actions targeted at supporting global and national relief efforts:

Supporting the Frontlines:

• Refocused global manufacturing efforts on the production and donation of essential items only, including personal care and hygiene products, as well as hand sanitizer that was donated to nearly 20 healthcare systems, 1,000 hospitals and 1.5 million combined frontline responders, physicians, and staff around the world.
• To support the Global Outbreak Alert and Response Network (GOARN), Mary Kay has made a donation of hand sanitizer to the Pan American Health Organization, Regional Office for the Americas of the World Health Organization (PAHO/WHO). The donation will support countries of the Americas in the response to COVID-19.
• Donated hand sanitizer to CARE (an international humanitarian agency) to support its critically needed COVID-19 response efforts in 63 developing countries in Asia, Africa, Europe, and the Middle East regions combating the crisis with scarce resources.
• Joined the World Economic Forum’s new COVID Action Platform created with the support of the World Health Organization. The global platform, the first of its kind, aims to convene the business community for collective action, protect people’s livelihoods and facilitate business continuity, and mobilize support for the COVID-19 response. The platform will support mechanisms for donation of hand sanitizer to the public health response in regions throughout the world where much-needed essential supplies are not readily accessible.
• Coordinated with the Personal Care Products Council (PCPC) and Feeding America to donate hand sanitizer to organizations in need.
• Donated hand sanitizer to healthcare systems and hospitals in the top ten hardest hit cities in the United States.
• Local support for areas surrounding Mary Kay’s global headquarters and manufacturing facility.

Supporting Domestic Violence Prevention and Response Needs:

• The Mary Kay Foundation^SM (United States) announced the opening of COVID-19 grant relief applications, offering unrestricted monetary grants for domestic violence shelters in need.
• The Mary Kay Foundation^SM (United States), Independent Mary Kay National Sales Directors and Independent Mary Kay National Sales Directors Emeriti donated hand sanitizer to nearly 500 domestic violence shelters across the United States to ensure a healthy and safe environment for women and children seeking refuge from shelter-in-place orders that trap them in abusive situations. The nearly 500 domestic violence shelters support over 1.5 million women and children annually in the United States.
• Earlier this year, The Mary Kay Ash Charitable Foundation (Canada) issued $100,000 in domestic violence grants to ten domestic violence shelters.
• Instituto Mary Kay (Brazil) donated to the NGO Fala Mulher so the organization could buy the necessary prevention equipment (such as hand sanitizer, gloves and masks) to ensure the continuity of care for survivors of domestic violence.

Additional support efforts by the Mary Kay China Charity Fund, Mary Kay Brazil and Instituto Mary Kay, Mary Kay Mexico and Mary Kay Russia are underway.

To read more about Mary Kay Inc.’s contributions, click here.

The post Mary Kay Inc. Commits Nearly $10 Million to Global Covid-19 Support first appeared on Direct Selling News.

Mary Kay Founded: 1963 Headquarters: Dallas, Texas Top Executives: David Holl, CEO Products: Skincare and cosmetics

Today, with millions of consultants worldwide, 1,500 corporate employees and sales in the billions, Mary Kay operates in the fullness of that empowerment legacy with eyes on the future, a growing product collection and constantly evolving beauty science. In the last year alone, Mary Kay has marked a huge anniversary, opened a state-of-the-art manufacturing facility, unveiled groundbreaking new products and presented compelling scientific data.

Today At Mary Kay

For women around the world, the Mary Kay business opportunity represents the same possibilities that it did when Mary Kay Ash launched the company in 1963. “She founded her namesake company to provide women exciting opportunities and empowerment through entrepreneurship,” explains Chief Operating Officer Deborah Gibbins. “More than 55 years later, being a Mary Kay Independent Beauty Consultant remains an amazing opportunity for women who want to build their future and create their own schedule.”

Aspiring consultants connect with existing Independent Beauty Consultants who guide them through the registration, on-boarding and training processes. Armed with a starter kit, access to training workshops and meetings and the support of their up-line consultant, new Mary Kay Independent Beauty Consultants have everything they need to pursue their business goals. While the opportunity may look very similar to what Ash had in mind, the products, technology and science behind it have evolved in ways she couldn’t have dreamed.

In 2016, the company launched the myCustomers℠+ app, a tool that serves a range of business needs on the go. “Our Independent Beauty Consultants are able to create sales tickets, manage inventory and service their customers from their mobile devices,” shares Gibbins. “This app helps attract more women to the Mary Kay family, improves the way they join our network, and enhances how our Independent Beauty Consultants manage their sales.”

The company also launched additional apps to support consultants, including a digital shareable interactive catalog, a real-time makeover app that allows customers to “try before you buy,” and a skin analysis solution that scans customers’ faces and then uses AI technology to provide personalized skin assessment and product recommendations.

“More than 55 years later, being a Mary Kay Independent Beauty Consultant remains an amazing opportunity for women who want to build their futures and create their own schedules.” —Deborah Gibbins, Chief Operating Officer

The Science Of Beauty

Tech advances make running a business easier for today’s Mary Kay consultant, but without timely and tested products, that technology is simply code. Since its inception, Mary Kay has been one step ahead of the marketplace and has the research to prove it.

“Every year, Mary Kay conducts hundreds of thousands of scientific tests on products and ingredients to ensure our products meet our high standards of safety, quality and performance,” says Lucy Gildea, Chief Scientific Officer. “In fact, Mary Kay holds more than 1,500 patents for products, technologies, and packaging designs in its global portfolio.” The company’s latest research was presented recently at the 77th Annual Meeting of the Society for Investigative Dermatology and highlighted the impact of vitamin C on skin health and appearance.

“The new data was collected while analyzing the effects of a serum containing five botanical fruit extracts known to be rich in vitamin C,” Gildea explains. “Mary Kay researchers treated artificial skin tissue with this serum and utilized a genomic approach to understand how the serum affected the skin. This genomic evaluation confirmed the serum’s impact on four main classes of genes, which are important for skin firmness. Furthermore, the study showcased that the serum increased production of dermal matrix proteins—collagen and laminin— that support skin firmness.”

Mary Kay’s investment into the benefits and applications of vitamin C inspired the recent launch of TimeWise® Vitamin C Activating Squares. “This product has revolutionized the way pure vitamin C is delivered to customers’ skin,” says Gibbins. “We were thrilled it was named the 2018 Product Innovation Winner from the Direct Selling Association this year.”

Mary Kay’s commitment to research now stands tall with the opening of the Richard R. Rogers (R3) Manufacturing Facility, which houses manufacturing, labs for research and development and collaborative work environments. “The facility, named in honor of our company co-founder and son of Mary Kay Ash, features state-of-the-art R&D laboratories and cutting-edge manufacturing technology, and functions as a Zero Waste to Landfill facility,” Gibbins shares. “It recently received its silver LEED certification and is also home to the one-millionth tree planted as part of our Pink Doing Green initiative.”

In 2016, the company launched the myCUSTOMERS^SM+ app, a tool that serves a range of business needs on the go.

Looking Ahead

Mary Kay’s leadership team believes that research is the key to the company’s success for years to come.

“We will continue to develop high-quality, innovative products that deliver the skin care benefits our consumers crave, while simultaneously meeting our high efficacy and safety standards,” says Gildea. “We continue to look beyond the beauty industry for inspiration in product development and innovation. Our team is always exploring exciting opportunities to transform the future of skin care, and we are excited to share our findings as we move forward.”

Gibbins adds, “Beyond the science behind the beauty, we remain dedicated to making the world a more beautiful place by expanding and evolving The Mary Kay Foundation’s missions to eradicate cancers affecting women and end domestic violence through a series of meaningful global partnerships with leading research institutions and changemakers.”

“As Mary Kay looks to the future of both the beauty industry and business itself, its leaders draw inspiration from Ash herself. We continue to honor the culture instituted by our founder,” says Gibbins. “We believe in teamwork and respect while building working relationships through trust and honesty. We believe in making our employees feel valued and rewarded for their hard work. We enjoy celebrating their successes and milestones, both professionally and personally.”

A Pink Anniversary

Mary Kay marked its 55th anniversary last fall by partnering with the Fashion Institute of Technology (FIT) to unveil an exhibit that celebrates the brand’s signature color. Pink: The History of a Punk, Pretty, Powerful Color opened on September 7 at The Museum at FIT in New York City and showcased the color pink through 80 different ensembles, ranging from 17th century designs to modern day apparel.

“From our makeup palettes to our Cadillacs, pink is Mary Kay’s signature color—so the partnership was a natural fit for us,” says Gibbins. “The exhibition concluded with a scholarly discussion centered around our signature color moderated by Mary Kay Chief Marketing Officer Sheryl Adkins-Green.”

The post The Power of Pink first appeared on Direct Selling News.

Mary Kay is ranked number 42 among the top 100 global companies on the list.

“Our reputation among employees and customers is based on the foundation Mary Kay Ash established when she began her dream company in 1963,” said Melinda Foster Sellers, chief people officer at Mary Kay Inc. “She envisioned a company based on the Golden Rule that made the world a better place through corporate responsibility, innovation, ethical business practices and people-first management—all factors that contributed to our success in this year’s Reputation Institute study. We’re honored to be named among the most reputable employers from around the world in 2019.”

In the study, researchers at Reputation Institute—a leading provider of reputation measurement and management services—surveyed more than 230,000 individuals in 15 countries. Reputation Institute measured companies based on professional development, total rewards, work environment, market leadership, products and responsibility.

According to the research, over the last year, willingness to work for Mary Kay increased by 6.2 percent, the largest improvement among all the companies measured in the Global RepTrak^® 100 study. Mary Kay outranks other global powerhouse brands in a variety of industries across the globe.

“Mary Kay is a rising star in the reputation study—showing the biggest improvement in the ‘willingness to work for’ category of all companies measured,” said Stephen Hahn-Griffiths, chief reputation officer at Ri. “Companies like Mary Kay are reaping the benefits of building workplace cultures that foster inclusion while demonstrating concern for the health and well-being of its employees.”

This is the latest in the series of accolades Mary Kay has received highlighting its position as a global employer of choice. Other recent awards include:

• Top 10 Global CEOs: Reputation Institute named Chairman and CEO David Holl among the top 10 most reputable chief executives in the world according to its CEO RepTrak^® 2019.
• Best Midsize Employer 2019: Recognized by Forbes as one of America’s Best Midsize Employers 2019. Mary Kay is ranked number 97 of the 500 companies on the list.
• Best Employer for Diversity 2019: Recognized by Forbes as one of America’s Best Employers for Diversity 2019. Mary Kay is ranked number 150 of the 500 companies on the list.
• Global Excellence in the Workplace: Mary Kay Spain and Mary Kay Poland earned the 2018 AON Best Employers Award, recognizing organizations demonstrating excellence in the workplace. Mary Kay China and Mary Kay Mexico picked up the honor in 2017.
• Family-Friendly Employer 2018: Mary Kay Hong Kong was recognized by Home Affairs Bureau as a top family-friendly employer.
• Chinese Enterprise Health Management Top 10 Employers 2018: China International Intellectech Corporation honored Mary Kay China.

The post Mary Kay Inc. Named Among Most Reputable Global Employers first appeared on Direct Selling News.

Officers and directors of the association are recognized leaders who have earned the respect of their colleagues and the public and are committed to lead and direct the affairs of the association. The board officers will each serve one-year terms in their elected positions, and directors will each serve three-year terms.

“DSA is so fortunate to work with a talented and dedicated slate of directors and officers,” said Joseph N. Mariano, DSA president. “We are forever grateful for the time and effort the Board spends helping to shape the future of direct selling for our members.”

Board Members

·       Chairman: Ryan Napierski, President, Nu Skin Enterprises

·       Vice Chairman: Dr. Traci Lynn Burton, Founder & Chief Executive Officer, Traci Lynn Inc.

·       Vice Chairman: Connie Tang, President & Chief Executive Officer, Princess House, Inc.

·       Treasurer: David Merriman, Executive Vice President, ACN, Inc.

·       Immediate Past Chairman: John Parker, Chief Sales Officer, Amway

·       Past Chairman: David Holl, President & Chief Executive Officer, Mary Kay Inc.

Directors (for terms expiring in 2022)

·       Dan Chard, Chief Executive Officer, Medifast – OPTAVIA

·       Heather Chastain, President US and Canada, Shaklee Corporation

·       Erik Johnson, Chairman & Chief Executive Officer, Hy Cite Enterprises, LLC

·       Pamela Jones Harbour, Senior Vice President and Legal Officer, Global Member Compliance and Privacy, Herbalife Nutrition

·       Dan Moore, Southwestern Advantage

·       Brett “Ben” Rogers, Executive Vice President and General Counsel, Primerica, Inc.

·       Joni Rogers-Kante, Founder and Chief Executive Officer, SeneGence International

·       Mark Stastny, Chief Marketing Officer, Scentsy, Inc.

Continuing Directors

·       Ursula Dudley Oglesby, Dudley Beauty Corp. LLC (2020)

·       Aaron Eddington, Melaleuca, Inc. (2020)

·       Steve Fisher, Stream Gas & Electric, Ltd. DBA Stream (2021)

·       Kevin Guest, USANA Health Sciences, Inc. (2021)

·       Darren Jensen, LifeVantage Corporation (2021)

·       Danny Lee, 4Life Research (2020)

·       Aidan O’Hare, Forever Living Products (2020)

·       Paul Vidovich, Rexair LLC (2021)

·       Steve Wallach, Youngevity International, Inc. (2021)

The post U.S. DSA Announces 2019 Officers, Directors first appeared on Direct Selling News.

The Reputation Institute, the world’s leading provider of reputation measurement, measured the reputation of more than 140 global CEOs and canvassed more than 230,000 individual ratings among the informed public. The study was conducted in January and February of this year.

“David’s leadership and operational expertise since being named CEO in 2006 has contributed significantly to Mary Kay’s success,” said Richard R. Rogers, son of Mary Kay Ash, co-founder and executive chairman of the Board. “Mary Kay is a brand born of purpose, and David’s steadfast commitment to our founding values has made him a truly extraordinary chief executive officer and people leader.”

According to Kylie Wright-Ford, CEO at Reputation Institute, acting responsibly, behaving ethically and caring about social issues are the most important drivers of CEO reputation. In fact, according to Reputation Institute’s findings, CEOs are more likely to be judged on ethics versus profit margins. In this way, the perception of CEOs and the companies they lead are directly correlated.

The top 10 global CEOs recognized in Reputation Institute’s 2019 CEO RepTrak study (in alphabetical order) are:

• Ben van Beurden, Shell (OTCMKTS: RYDAF)
• Niels B. Christiansen, LEGO Group
• Michael Dell, Dell
• Emmanuel Faber, Danone S.A. (OTCMKTS: DANOY)
• Fabrizio Freda, ​The Estée Lauder Companies (NYSE: EL)
• Shuntaro Furukawa, Nintendo Co., Ltd. (OTCMKTS: NTDOY)
• Ralph Hamers, ING Group (NYSE: ING)
• David Holl, Mary Kay, Inc.
• Christopher J. Nassetta, Hilton Worldwide Holdings Inc. (NYSE: HLT)
• Carsten Spohr, Deutsche Lufthansa AG (OTCMARKETS: DLAKF)

Recently, Forbes named Mary Kay to its lists of America’s Best Employers for Diversity and America’s Best Midsize Employers.

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