What Is Direct Selling?

Very simply, direct selling is a way to sell products or services directly to customers, away from a traditional retail location. A direct sales business allows you to connect with customers one-on-one – be it in groups, online, by phone or through catalogue sales.  People in the direct selling industry are often known as independent consultants, distributors or representatives.

A direct selling opportunity is a viable option for people of all ages, genders and income levels. It’s an especially exciting opportunity for women who want more flexibility and control over their lives, and who:

  • have an entrepreneurial spirit;
  • enjoy working with people;
  • desire a less structured working environment;
  • are looking to supplement their income without making a large investment; or
  • want an opportunity to earn an unlimited income.

World Federation of Direct Selling Associations (WFDSA)

The World Federation of Direct Selling Associations pursues the highest level of ethical conduct in the global marketplace, fosters advocacy by partnering with government, consumer and academic leaders, and strengthens management of national and regional Direct Selling Associations. In an effort to promote the highest ethical standards possible around the world, the WFDSA created World Codes of Conduct for Direct Selling. Every national DSA pledges to require each member to comply.

Mary Kay and the DSA

Mary Kay Cosmetics Ltd. is an active member and a leader in the Direct Seller’s Association of Canada (DSA), the national trade association of leading firms that manufacture and distribute goods and services sold directly to consumers through an independent field sales force.

At Mary Kay Cosmetics Ltd. and Mary Kay Inc., we are committed to conducting business with the utmost integrity. We encourage Mary Kay corporate employees, independent sales force members and customers to become familiar with – and be proud of – Mary Kay’s affiliation with the DSA, its Code and voluntary Guidelines for Internet Use.

If you have questions or concerns regarding your experience with Mary Kay Cosmetics Ltd. or an independent sales force member, we encourage you to contact us at 1-800-MARY KAY (1-800-627-9529), or e-mail us at canada@marykay.com. After all, we welcome the opportunity to assist with the resolution of any concerns you may have. For further information about the DSA Code of Ethics, contact the Canadian DSA at (416)  679-8555 or e-mail info@dsa.ca.

The Code of Ethics

The cornerstone of the DSA's commitment to ethical and business practices is its Code of Ethics. Mary Kay Inc. executives helped create the Code, which serves consumers and direct sales representatives. It ensures that statements made by member companies are honest and forthright. Every member company pledges to abide by the Code's standards and procedures as a condition of admission and continuing membership. In addition, the World Federation of Direct Selling Associations (WFDSA) created World Codes of Conduct for Direct Selling. Every national DSA pledges to require each member to comply.

DSA Internet Council's Guidelines for Internet Use

The DSA Internet Council's Guidelines for Internet Use was created as a complement to the DSA Code. The Guidelines are voluntary and encourage proper, responsible and professional use of all electronic communication for commercial purposes.

Facts and Figures

Worldwide, annual sales from the direct selling industry currently exceed US$114 billion. In Canada, the direct selling industry represents more than 600,000 independent sales contractors with sales of more than CDN$1.96 billion. A direct selling business is:

  • A business opportunity based on the sales of a product or service direct to a consumer.
  • An exciting opportunity to own your own business with a small start-up investment.
  • An excellent opportunity for women.
  • A growing industry.
  • A way to achieve balance in your life – set your own hours, be your own boss and earn according to your own ambition and efforts.

Industry Awards

Mary Kay Cosmetics Ltd. is proud to be a part of the Direct Seller’s Association of Canada. Over the years, we’ve been honoured to receive the following DSA awards:

  • Several Mary Kay executive staff members have been the deserving recipients of the Ivan P. Phelan Award, which recognizes an individual’s significant contribution to the advancement of the direct selling industry in Canada. Recipients include Charlie L. Snow (1989), Murray Smith (2001) and Ray Patrick (2007).
  • In 2006, the Mary Kay Cosmetics Ltd. earned the “Making A Difference” Award – which recognizes a company’s efforts that have made a profound difference in communities across Canada – for our annual Shelter Grant Program.
  • In 2003 and 2009, the Company received the Industry Innovation Award for implementing programs unique to the industry in Canada and which represent a fresh, innovative approach.

In addition Mary Kay Inc. has been honored with several DSA awards over the years:

  • The Direct Selling Association awarded Mary Kay Inc. with its Vision for Tomorrow Award in 2002, 2006, and 2007 for the company's community service efforts.
  • In 2006, the Company also earned the "Education for Life Award" from the DSA for its investment in independent sales force education and the "Success Award" for its 2005 Fall In Love advertising campaign.
  • In 2002, Mary Kay Inc. received the Vision for Tomorrow Award for underwriting a groundbreaking television documentary, Breaking the Silence: Journeys of Hope, which raised awareness about the issue of domestic violence and the resources available to the brave survivors.
  • In 2001, the Company received the DSA Industry Innovation Award for its groundbreaking Personal Web Site program, which assists the independent sales force with conducting their businesses.
  • In 1989 Mary Kay Ash received the Circle of Honour Award from the Direct Selling Education Foundation, and in 2003, Mary Kay Vice President Michael Lunceford joined her in this honor.
  • In 1976, Mary Kay Ash was inducted into the DSA Hall of Fame.