Mary Kay, founded in 1963 in the United States, launched its limited-edition K-Beauty Texture Edit on October 5. This new collection is inspired by Korean skincare and self-care practices and aims to attract younger consumers while offering fresh options to existing customers.
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The K-Beauty Texture Edit features three Korean-made skincare products: a cleansing balm, hydrogel face patches, and a moisturizing gel. This launch is part of Mary Kay's strategy to connect with younger audiences through digital storefronts, social media creators, and AI-powered foundation shade recommendations.
Following the introduction of its global consumer-facing brand platform, Beauty Is More Beautiful Shared™, in September, Mary Kay is focused on merging global beauty trends with personalized service from its Independent Beauty Consultants. The new collection emphasizes texture, integrating three familiar skincare steps into formats suitable for existing routines.
The Melt-In Cleansing Balm transitions from a balm to an oil to a milky cleanser and is enriched with salmon-derived PDRN, rice bran oil, and vitamin E. The Snail Gel Face Patches include snail mucin, niacinamide, licorice extract, and multiple forms of hyaluronic acid. Meanwhile, the Collagen Moisturizing Gel has a jelly-like texture and contains collagen peptides, niacinamide, and squalane, allowing consumers to explore new formats without changing their existing regimen.
Dr. Lucy Gildea, Chief Brand and Scientific Officer of Mary Kay, stated that the K-Beauty Texture Edit reflects the company's dedication to innovation and adapting to global beauty trends, creating valuable experiences for both consumers and Independent Beauty Consultants.
Additionally, Mary Kay is advancing its outreach to the next generation through initiatives such as My Shop, a digital storefront platform for Independent Beauty Consultants. Launched initially in the U.S. and Germany in 2025 and set to expand to Canada, Mexico, and Spain by summer 2026, this platform combines e-commerce with social media to enhance personalized customer service.
In March, Mary Kay introduced its Global Social Squad, comprising over 70 Independent Beauty Consultants across 15 markets as social content creators. The company also features an AI-powered Foundation Finder that analyzes 151 facial points for personalized foundation shade recommendations.
The K-Beauty Texture Edit is available on Mary Kay's website and through participating Independent Beauty Consultants worldwide, while supplies last.