Mary Kay works hard to retain the feel of a small company, despite its more than 2-million-strong independent sales force and the company's growing international reach. As part of this initiative, each beauty consultant receives the option to buy his or her own website to use for selling to clients. More than 90% of its revenue is generated through online orders by the company's independent sales force. In recent years, Mary Kay began rolling out e-commerce capacity on its websites. The company has said that it doesn't see selling products from its MaryKay.com website as a threat to cannibalize sales from independent representatives, citing that most of its customers buy Mary Kay products as part of a relationship with their consultant.

Geographic Reach

The beauty company's headquarters is located in Addison, Texas, north of Dallas. It tests, manufactures, and packages most of its own products in facilities in Dallas, China, and India.

Strategy

Founded by a woman for women, Mary Kay has an overwhelmingly female independent sales force. The company has seen its sales force grow by double digits during the past couple years, thanks to a fast-growing group of younger (age 24 to 35) representatives. Indeed, the average age of a Mary Kay consultant -- now 36 years old -- has been dropping. The company hopes that younger salespeople will attract younger customers and lure them away from competitors the likes of Sephora.

Like rival Avon, Mary Kay is extending its reach into China as it chases after the huge potential upside to selling in the nation. It also establishing a third-party manufacturing facility in India (in Baddi and Uttaranchal) to develop products specifically for the Indian market. Product launches have included a bath bar, Mary Kay Lotus and Bamboo Indulgent. Mary Kay plans to invest some $20 million in India to tap the local market and diversify its business. The direct seller anticipates expanding its existing categories in India -- skincare, fragrances, and color cosmetics -- and supporting its about 4,000 independent sales representatives in the country by opening several additional regional warehouses and local offices.