Mary Kay Ranks Second on Forbes’ Best Customer Service List

DALLAS–(BUSINESS WIRE)–Mary Kay Inc.a global leader in direct selling and innovation in cosmetics and skincare, has started 2026 with momentum, securing a notable distinction on the list Forbes 2026 Best Customer Servicewhere the company placed 2nd overall. The honor comes on the heels of a banner year for Mary Kay, which concluded 2025 with a total of 25 global awards, highlighting its continued focus on business excellence, direct selling, and social impact, environmental sustainability, science and innovation.

The recent recognition highlights Mary Kay’s long-standing commitment to putting the customer at the center of everything we do, from easy-to-use digital media to personalized beauty consultation. The Forbes Best Customer Service ranking highlights companies that have set the gold standard for responsiveness, empathy and excellence in service delivery – and Mary Kay’s second-place ranking reflects an extraordinary year of business transformation.

“Every interaction with our customers is an opportunity to make a person feel seen, supported and valued,” she said Ryan Rogers, CEO of Mary Kay Inc. “Coming in at #2 in the Forbes ranking is a solid validation of our people-first culture and demonstrates the significance of what we can achieve together. The recognition speaks to the unmatched reputation of our Independent Beauty Consultants, the passion of our customer service teams, and the company’s values ​​of service and making time for others. That foundation is what inspires us to consistently deliver unforgettable customer experiences through our proven products.”

“Our Best Customer Service list is based on 3.8 million annual customer ratings to understand how real users rate thousands of brands and products,” he said Alan Schwarz, Assistant Managing Editor di Forbeswhich oversees the annual list. “Over 3,500 different brands were evaluated. Making it into the top 300 on the list is already a success, and Mary Kay’s 2nd place overall indicates how much customers appreciate the company.”

The Forbes recognition is the latest in a series of reputation awards Mary Kay will earn in 2025:

Business excellence

• Forbes | 2nd place in the list of companies with the Best customer service

• Newsweek | Best Workplaces for Women in America 2025

• Newsweek | Best Places to Work in America 2025

• WWD Beauty Inc. | 11th place in the list of 100 Best Cosmetics Companies of 2024

• Happi | 13th place on the list of America’s 50 Best Companies

• Forbes Diamonds 2025 – Mary Kay Polonia

• EXPANSION | Compliance Awards 2025 – Mary Kay Spain

• China Association for Business Culture | 2025 Business Excellence Award – Mary Kay China

Brand performance

• Euromonitor International | Brand n. 1 al mondo¹ of direct sales of skin care products and pigmented cosmetics for three consecutive years (2023, 2024, 2025)

• Euromonitor International | Brand no. 1 of facial make-up products in Latin America²

• Euromonitor International | Brand no. 1 of lip products in Latin America³

• Euromonitor International | Brand no. 1 of pigmented skin care and cosmetics products in Mexico⁴

• Euromonitor International | Brand no. 1 of pigmented cosmetics in Mexico⁵

• Nielsen | Brand no. 1 foundation in Brazil

• Nielsen | Brand no. 1 of make-up products in Brazil

• 2025 Superbrands | Mary Kay Slovakia and Mary Kay Czech Republic

Direct sales and innovation

• 2025 Esteemed Direct Selling Company Award – Mary Kay China

• Direct Selling News (DSN) | 2025 DSN 40 Under 40: Megan Gregg for Legal Excellence

• Direct Selling News (DSN) | 2025 DSN 40 Under 40: Julia Santosuosso for Corporate Impact in Social Responsibility

• German Direct Selling Association (BDD) | 2025 Innovation Award for Mary Kay’s AI-powered Foundation Finder – Mary Kay Germany

Social impact and environmental sustainability

• Forbes | 9^o placed on the list of Best Brands for Social Impact – 2025

• Golden Bee | 2025 Outstanding Corporate Sustainability Report Award for “Gender Equality Information Disclosure” – Mary Kay China

• Cemefi | ESR badge^® Socially Responsible Company – Mary Kay Mexico (2024, 2025)

• The Dallas Entrepreneurship Center (DEC) Network State of Entrepreneurship | “Large Company of the Year” Award

• Baylor Scott & White Dallas Foundation | Premio “Circle of Care”.

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About Mary Kay

One of the first to break the glass ceiling, Mary Kay Ash founded her dream beauty company in Texas in 1963 with a single goal: to enrich the lives of women. That dream has blossomed into a multibillion-dollar company with millions of independent sellers in more than 40 markets. For more than 60 years, the Mary Kay Opportunity has supported women in defining their futures through education, mentorship, advocacy and innovation. Mary Kay is committed to investing in the science of beauty and producing cutting-edge skin care products, color cosmetics, nutritional supplements and fragrances. Mary Kay believes in protecting our planet for future generations, protecting women with cancer and victims of domestic violence, and encouraging young people to. follow your dreams. To find out more, visit marykayglobal.com. Find us on Facebook, Instagrame LinkedInor follow us on X.

About Forbes

Forbes is an iconic global media brand that has symbolized success for over a century. Fueled by journalism that informs and inspires, Forbes highlights the players and actions shaping industries, achieving success, and impacting the world. Forbes connects and brings together the world’s most influential communities, from billionaires to business leaders and emerging entrepreneurs to creators and innovators. The Forbes brand reaches more than 140 million people around the world every month through its trusted journalism, exclusive ForbesLive events and 49 local editions in 81 countries.

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¹ “Source Euromonitor International Limited; 2025 Edition Beauty and Personal Care products, sales value at recommended retail price, 2024 data”

² “Source Euromonitor International Limited; 2025 Edition Beauty and Personal Care products, sales value at recommended retail price, 2024 data”

³ “Source Euromonitor International Limited; 2025 Edition Beauty and Personal Care products, sales value at recommended retail price, 2024 data”

⁴ “Source Euromonitor International Limited; 2025 Edition Beauty and Personal Care products, sales value at recommended retail price, 2024 data”

⁵ “Source Euromonitor International Limited; 2025 Edition Beauty and Personal Care products, sales value at recommended retail price, 2024 data”

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