The new strategic and creative direction that lifts Mary Kay into a higher, more authentic, culture-driven space.

It’s a full-on glow-up — a bold reset designed for a generation that doesn’t want ads, scripts, or perfection. They want real, they want aesthetic, and they want brands that feel human.

At the center of this new universe stands our icon: the pink elevator — not a set, not a backdrop, but a transformation moment. That quick, intimate space where you catch your reflection and decide to level up. Pink Lift turns that micro-moment into content that feels spontaneous, emotional, expressive, and unmistakably Mary Kay.

But the story doesn’t end when the elevator doors close.

Pink Lift expands beyond the cabin into the world:
TikTok experiments, Instagram lookbooks, Pinterest moodboards, unboxings, hacks, textures, vibes, community happenings — a living ecosystem where beauty becomes culture. Inside or outside the elevator, every piece keeps the same promise: lift everything.

The brand rises. The consultants rise. The community rises. And beauty stops being a message — it becomes a ritual.

Pink Lift.
A world that rises with you — inside the elevator, outside it, and everywhere you choose to shine.