The World Federation of Direct Selling Association (WFDSA) defined direct selling as “at non-fixed retail locations and through the use of face-to-face modes, the product and service are sold directly to consumers”. Robert, Peterson, and Wotruba (1996) also describe direct selling as face-to-face selling without fixed sales sites. This can also be described as a method of distributing consumer products or services through staff contact (consumer sales staff) and in different commercial locations. The nature of the mode of consumption and distribution is emphasized by direct selling (Rosenbloom 1993). Direct selling can be single-level direct selling or multi-level direct selling. In this case we are interested in the single-level direct selling used by Mary Kay. Here the direct sellers are also the consumers and they also sell the company's product or service to the company's consumer. The income of direct sellers comes directly from the retail sale of the product to the final consumer (Robert et al 1996). Mary Kay was founded in 1960 with its direct seller called Cosmetology Consultant. Direct seller is Mary Kay's only sales channel, so when consumers want to order Mary Kay products, they must find a cosmetology consultant they know who purchases cosmetics from the company at a wholesale price and sells them to end users at a retail price. They maintain personal relationships with end consumers and deliver the product to them after it has been ordered; it is a high-service purchasing relationship from the consumer's point of view. Consultants therefore act as both distributors and resellers (Coughlan, Anderson, Stern & El-Ansary 2006). Marketing flows show the movement of products and services... center of the card... Channel strategies. California: DUV.Govindarajan, 2007. Marketing Management: Conceptual Challenges and Trends. 2nd ed. New Delhi: PHI Learning Pvt. Ltd.Lamb, C.W., Hair, J.F. and McDaniel, C., 2011. Marketing Essentials. 7th ed. Stamford: Cengage Learning.Massingam, L. and Lancaster, G., 2010. Marketing Management Essentials. Oxford: Taylor & Francis.Neves, M.E., Castro, LTE & Consoli, M.A., 2010. Marketing methods for improving business strategy. Oxford: Taylor & Francis. Peterson, Robert, A. and Wotruba, T.R., 1996. What is Direct Selling? Definition, perspective and research agenda. Journal of Personal Selling and Sales Management, 16 (4), P. 1-16. Rosenbloom, B., 1993. Direct sales channels. London: Routledge.Rosenbloom, B., 1999. Marketing channels: a management view. 6th ed. Chicago: Dryden Press.