01/30/2026
Image was vital to Mary Kay Ash. When she started the company in 1963, the direct selling industry had a questionable image, and Mary Kay was determined to change that perception. She developed what came to be known as the “Mary Kay Image,” which included how a Beauty Consultant looked and acted. Mary Kay would tell the sales force, “You never get a second chance to make a good first impression.” Her goal was to build a prestigious, well-dressed, and well-groomed sales force.
One of the first things Mary Kay did at her company was introduce career apparel. She asked her sales force to always look professional and to wear dresses or skirts, as she felt women could be simultaneously successful and feminine. The company initially offered apparel to the Beauty Consultants because, at its start, the entire sales force consisted of Beauty Consultants. However, as the company began promoting women to the role of Sales Director, Mary Kay wanted them to stand out as models of professionalism and style. She discontinued the Beauty Consultant apparel and started making suits for those women who earned the title of Sales Director. For nine consecutive years, the Sales Director suits earned the top apparel honors from the Career Apparel Institute, and the organization awarded Mary Kay Inc. the “Career Apparel of the Decade Award” for the 1980s.
Mary Kay always chose the final suit for each year, but she left it up to apparel experts within the company to research fashion trends and select the correct fabrics. Annually, the apparel department would give a “fashion show” for Mary Kay in her office—with staff members modeling the different options.
As a new employee, Julia Wilson was selected to be one of the models for the upcoming Director Suit. [Julia was one of five Sales Development Directors who worked closely with the Mary Kay National Sales Directors and top Sales Directors to help them achieve their desired business goals.]
That year, there was a selection of red long skirts and long jackets, short skirts and short jackets. The outfit Julia was selected to model was a long jacket and long skirt with a slit up the right side. All the models were lined up together; and when Mary Kay looked at Julia, she did not like the slit. She asked Julia to turn the skirt around, which she did, and Mary Kay said, “Much better. Nobody needs to see your ham when sitting down.” She then asked Julia to change jackets with a model who was wearing a short jacket. Because the blouses to match the suits had not yet arrived, the models had nothing on under their jackets. Julia was a little concerned about exposing herself in Mary Kay‘s office, but the staff member in charge of career apparel looked at the models and nodded, saying “It’s alright. We’re all girls here.“ The short jacket was a petite, and Julia knew this was not going to be a good fit. Sure enough, the petite jacket did not cover her chest. She was very self-conscious, but Mary Kay put her at ease reiterating once again that they were all girls in the room. Now Julia can look back and tell this story with great humor and warmth.
At the yearly Leadership Conference Mary Kay had great pride when she looked out at a huge arena of women dressed in their Sales Director suits. Myself, when I saw a sea of women wearing purple or red or blue, I would always think, “Look at the lives Mary Kay has touched.
Not only did these suits set the Sales Directors apart from others. They have become a symbol of success among the Mary Kay sales force, and Beauty Consultants aspire to the day when they can wear one.
