Entrepreneurs and capitalists alike have come to see that when direct selling operates by
the highest of standards, it can make amazing strides in contributing toward solid world
economies. Mary Kay, Inc. follows the ethical standards set by the Direct Selling
Association (DSA), and was instrumental in seeing the document to fruition in the 1970s
and strengthening it in the 1990s when one of its corporate officers was serving as DSA
Chair. The DSA is the industry trade organization comprised of 150 direct selling
member companies worldwide and has been an advocate of ethical business practices and
consumer services. The DSA Code of Ethics has served the industry well, an industry
now comprised of 49,937,719 sales people as of February, 2004 (R. Diamond, personal
correspondence, March 10, 2005).
The culture of Mary Kay, Inc. reflects today the caring attitude its founder, Mary Kay
Ash, established at the outset. David Holl, President and Chief Executive
OfficerOperating Officer believes that, “A fiscally sound company can also be a
nurturing and caring company. We have a larger goal than selling a product. I have seen
firsthand the stories of self esteem and personal growth that abound throughout the Mary
Kay world. I know nothing would please our Founder more.” Holl continues, “We have
experienced in more than four decades that the businesses that succeed the most in Mary
Kay are those built and based on the number of lives touched. Having someone in your
market break a belief barrier is extremely important. Having them succeed by following
Mary Kay principles is even more important.” Mary Kay Ash was a role model that truly believed in the human potential, encouraging
others through positive reinforcement, such as praise, recognition, and respect. To instill
her point, she insisted her own board of directors table have round seating with no head.
These principles have greatly enhanced the appeal of the organization to aspiring
entrepreneurial women. Today, there are more than 400 Mary Kay Independent National
Sales Directors on five continents that serve as inspirational leaders for more than 1.3
million women in the Mary Kay independent sales force.