Mary Kay Inc. is an American privately owned multi-level marketing/direct sales company that sells cosmetics products. According to Direct Selling News, Mary Kay was the sixth largest direct selling company in the world in 2011, with net sales of USD 2.9 billion. Mary Kay is based in Addison, Texas, outside Dallas. The company was founded by Mary Kay Ash in 1963. Richard Rogers, Mary Kays son, is the chairman, and David Holl is president and was named CEO in 2006. Mary Kay sells cosmetics through a multi-level marketing model. Mary Kay distributors (called "beauty consultants") can potentially make income by directly selling to people in their community, and also receive a share of sales made by people they recruit into the distribution network. Mary Kay distributors must purchase a $100 starter kit in order to qualify.