Barbie pink gets Mary Kay competition as nearly 20,000 descend on Dallas

Diana Sharber worked almost entirely with men throughout her career as a computer programmer analyst. It took getting laid off in 2016 to find a sisterhood that would fill a space in her life she didn’t know was there, she said.

In 2017, she joined Mary Kay as an independent beauty consultant. Today, after traveling to Dallas from Bedford, Ky., she received a crown, a diamond ring and the title “Queens Court of Personal Sales” — recognition for selling over $40,000 of Mary Kay products in one year.

“Now I have sisters all over the country,” Sharber said. “They just fill up that void you have in your life, and they’re your support system.”

Sharber is one of nearly 20,000 Mary Kay consultants arriving at the Kay Bailey Hutchison Convention Center for the Addison-based company’s annual conference that kicked off July 22.

Dressed in glittering gowns and adorned in sashes, Mary Kay sellers arrive in Dallas from all over the country and, this year, the world as a part of a global sales challenge to celebrate the company’s 60th anniversary.

The conference consists of four consecutive events over two weeks that are meant to educate and inspire as well as recognize consultants who met sales goals.

Consultants also get the chance to test new products and learn more about philanthropy from the Mary Kay Ash Foundation that supports women’s cancer research and domestic violence shelters.

Of course, there are photo ops with Instagrammable backgrounds and a few of the coveted pink Cadillacs that are only leased to some of those who reach the top status of independent sales director. According to Mary Kay’s website, only about 1.5% of consultants reach that status and only about 10% of independent sales directors meet pink Cadillac criteria.

Mary Kay’s annual conference is one of Dallas’ biggest conventions. This year, Visit Dallas estimates that it will pump $34.1 million into the local economy, accounting for more than 22,000 hotel room nights and supporting over 2,900 local jobs.

“It really is one of the top 10 revenue events for the city of Dallas,” said Sheryl Adkins-Green, Mary Kay’s chief experience officer. “In terms of tax revenue, it’s nearly $800,000.”

The conference contributes to part-time and full-time jobs at the convention center and for hospitality and transportation services at local hotels, Adkins-Green said. Mary Kay also contracts with entertainers and bus services to transport consultants from Dallas to tour the company’s Addison headquarters.

“Women are here to celebrate; they are shopping, they are eating out, they’re taking advantage of the arts, the museums, and all the sites in Dallas,” Adkins-Green said. “Women enjoy coming to Dallas because Dallas always welcomes Mary Kay.”

Tourism accounted for $7.2 billion in economic impact for the city in 2021, according to Visit Dallas’ most recent data from Tourism Economics. More than 22.5 million people visited the city.

Mary Kay’s 60th year in business is accompanied by a new CEO. Founder Mary Kay Ash’s grandson Ryan Rogers stepped into the role in January.

“Ryan has, I think, taken the principles of his grandmother, but he’s also looking to spread the Mary Kay opportunity into more markets in the future,” Adkins-Green said. “He is passionate about leveraging digital technology and social media. He has brought that entrepreneurial spirit that his grandmother has, and I think that energy has really become contagious in the organization.”

In recent years, Mary Kay has embraced new technology, such as skin analysis and virtual makeup try-on apps, and new generations of salespeople. Adkins-Green said about 43% of new Mary Kay consultants represent Generation Z and millennials — people in their teens to late 30s.

“We’re excited about the opportunities, particularly that digital technology enables us to empower more women entrepreneurs around the country, around the world,” Adkins-Green said. “We are also excited … about the next generation of Mary Kay entrepreneurs and the excitement and energy that Gen Z is bringing to the Mary Kay opportunity.”