See how the Beauty That Counts cause-marketing initiative from Mary Kay has impacted lives through the years.

Thanks to the heartfelt efforts of Mary Kay Independent Beauty Consultants, fans, customers and employees, the company’s global cause-marketing initiative, Beauty That Counts®, has generated millions of dollars to help improve the lives of women and children in need. Through Beauty That Counts®, a portion of the sale of earmarked Mary Kay® products benefits organizations dedicated to promoting the education, self-reliance, health and well-being of women and their families – because when women thrive, beautiful things happen.

The Mary Kay Foundation℠

The Golden Rule is the very foundation on which Mary Kay Ash built her great Company. She dreamed of enriching women’s lives – but she knew that cancer and domestic violence affect women on the deepest of levels, regardless of geography, age or economic circumstances. With that in mind, she founded The Mary Kay Foundation℠ in 1996. Since its inception, the Foundation has granted more than $60 million to support organizations committed to ending domestic violence and cancers affecting women.

Abuse Prevention

Mary Kay Inc. works to end violence against women by providing advocacy, funding prevention initiatives, helping the youngest of survivors and partnering with women’s organizations to spread the message that love shouldn’t hurt. 

Mary Kay is the lead sponsor of the loveisrespect text for help service that provides a free and anonymous way for young people to get healthy dating and relationship support. 
By sending the text “loveis” to 22522, texters are connected with peer advocates at the National Dating Abuse Helpline.


Mary Kay’s Lobbying for Good program began in the 1980s when the Company lobbied for insurance coverage for mammograms. Since that time, Mary Kay employees and independent sales force members have met with legislators throughout the United States. Mary Kay independent sales force members, with iconic pink Cadillacs in tow, advocate for laws that support funding for the Violence Against Women Act, funding for domestic violence support services and funding for teen dating violence awareness and prevention programs.