Nearly half of Mary Kay’s new US recruits in 2015 were aged between 18 and 34, according to the company.

“Our unparalleled business opportunity appeals to a wide range of ages and backgrounds, and Millennials bring a unique set of talents and expectations,” said Sara Friedman, Vice President of US Marketing for Mary Kay. “These young women are tech-savvy and digitally connected. They’re looking for flexibility and not a 9 to 5, one-size-fits-all position. A Mary Kay business can be customized to each person’s individual goals and our company’s established social media presence and leading edge digital technology have also proven to be attractive business building tools.”

Some 325,000 Americans signed up to become an Independent Beauty Consultant for the direct sales giant last year, marking the 15th consecutive year that more than 300,000 women started a Mary Kay business.

The company’s sales force is also becoming increasingly diverse. Of the 2015 recruits, 51 percent were Latina, Asian or African American – ethnic minorities now comprise 33 percent of Mary Kay’s overall independent sales force.

“The fundamental principles of the Mary Kay opportunity are appealing to women of every demographic,” said Darrell Overcash, President of Mary Kay’s North America Region. “Our independent sales force is more diverse with more and more Millennial women starting a Mary Kay business. The long-standing appeal of our irresistible beauty products combined with the flexibility of the Mary Kay business opportunity continues to appeal to women across the board.”