Mary Kay celebrates beauty and the power of sharing
Beauty has always been a personal experience, but Mary Kay Philippines is putting the spotlight on how it can also bring women together, inspire confidence and create meaningful connections across generations.
Through its latest global campaign, “Beauty Is More Beautiful Shared,” the cosmetics brand is encouraging women to exchange experiences, celebrate individuality and find empowerment in a community that supports one another.
To introduce the campaign locally, Mary Kay Philippines partnered with online beauty platform The Beauty Edit for a special gathering under its “Un/Convention/Al” talk series, bringing together media representatives, content creators, longtime brand supporters and a new generation of beauty enthusiasts.
“We believe in a world that thrives in relationships and emboldens confident women to be their best selves. But we can only do this with each other. Beauty is not meant for gatekeeping; it blossoms when it’s passed on from person to person, from one generation to the next,” said Mary Kay Philippines Commercial Director Criscy Camacho.
“As a brand, we are honoring our legacy while introducing a global cultural beauty movement. Beauty Is More Beautiful Shared is an invitation to rediscover what has always made Mary Kay different, and to experience the beauty of what’s possible when we share it,” she added.
The event celebrated the brand’s largest consumer-facing global campaign to date, highlighting the importance of connection, shared experiences and the enduring influence of women supporting women.
Guests engaged in discussions about makeup, skin care, self-love and empowerment, reflecting the campaign’s message that beauty becomes more meaningful when experiences and knowledge are shared.
The luncheon also featured the premiere of Mary Kay’s newest global brand video, a film exploring what beauty means to women of different generations and how its significance continues through shared experiences.
Adding depth to the conversations was Dr. Anna Palabyab-Rufino, a board-certified dermatologist and co-founder of BeautiqueMD, who drew from her professional experience working with women across generations.
She discussed how perceptions of beauty differ among women and emphasized the importance of creating safe spaces where they feel seen, heard and understood throughout their journeys of self-discovery.
Also joining the discussion was Rosanna Periquet, co-founder of footwear and apparel brand Cariñosa, who spoke about the role of confidence in helping women pursue opportunities and establish themselves in their respective fields.
“I believe confidence is what gives women the courage to step outside their comfort zones and pursue opportunities, even when they don’t have all the answers,” Periquet shared.
“Through my experience in corporate retail and building my own business, I’ve learned that confidence doesn’t necessarily mean knowing everything from the get-go. It’s about recognizing your strengths, being willing to learn, and having the courage to actually try.”
Beyond the discussions, guests participated in an activity called “Pass Your Beauty Secret,” which invited attendees to write down their tried-and-tested beauty tips and exchange them with fellow participants.
Complemented by Mary Kay beauty and skin care giveaways, the activity demonstrated how even simple recommendations and personal discoveries can become opportunities to connect with others.
For Mary Kay Philippines, which continues the legacy of a global beauty company founded by Mary Kay Ash in 1963, the campaign reinforces its longstanding commitment to enriching women’s lives.
With “Beauty Is More Beautiful Shared,” the brand hopes to encourage connection over comparison, encouragement over judgment and community over competition, reminding women that beauty can be as much about uplifting others as it is about expressing themselves.
