Executive Bios

Tara Eustace

Date Joined Mary Kay:
March 8, 1993

As Region President for Mary Kay Europe, Tara currently oversees 20 markets: Armenia, Belarus, Czech Republic, Estonia, Germany, Hungary, Ireland, Kazakhstan, Latvia, Lithuania, Moldova, the Netherlands, Poland, Portugal, Russia, Slovakia, Spain, Switzerland, Ukraine, and the United Kingdom.

She personally led the start-up teams for Mary Kay Ukraine, Mary Kay Kazakhstan, and Mary Kay Poland, all of which have become thriving markets. In 2002, Tara was promoted to Mary Kay President, Europe Region, taking on the management of additional countries and subsequently opening new markets. Under Tara’s visionary leadership, the Mary Kay® brand has become a leading cosmetics brand and one of the most respected women’s empowerment and entrepreneurship companies in the European Region.

Tara has a dynamic and inclusive leadership style. She works across various cultures and vast geography with her team to devise growth strategies, set budgets, and develop, implement, and achieve the strategic and annual operating plans of the region. She ensures the company’s policies, practices, and objectives are properly interpreted and carried out throughout the region and are compliant with country-specific applicable laws and regulations.

Tara was born and raised in the United States. She moved to Russia as a young adult as she yearned to make a difference in the lives of girls and women in developing countries. Tara is passionate about helping girls and women realize their dreams and achieve financial independence. Early on in her career, Tara knew that she had to help give women in neighboring former Soviet Union countries an opportunity to provide for their families and grow their entrepreneurial skills. She took on the additional challenge of expanding Mary Kay operations into other European countries to empower women.

Tara cherishes the opportunities she has had in her Mary Kay career which have allowed her to meet women across Europe where she found a common thread uniting women in wanting a stable life for themselves and their families. Tara’s unwavering commitment to women’s entrepreneurship has been reshaping the direct selling industry in the European Region. Her legacy lies in the countless women she inspires daily to dream big and create their own growth paths. Tara’s journey exemplifies grit, dedication, vision, and commitment to empowering women through beauty. Her leadership continues to shape Mary Kay’s impact across a multitude of countries and cultures in the European Region.

Tara holds a Bachelor of Arts degree in Russian Studies and International Relations from the University of Virginia. Tara is married and is the mom of two thriving school-age children.

Affiliations, Activities & Recognition

  • CEO Council, European Direct Selling Association (Seldia), Present


Mary Kay is a unique way of life that provides the brushes, the oils, the pigments, and the canvas on which you can paint your life as you really want it to be. You choose your own colors, your own design, and your own pattern.