Inside the Dallas Convention Center, 60,000 pairs of heels are making their way into the arena for this year's seminar.
In fact, women from all over the world are in Dallas, as evidenced by the cavalcade of different flags march across this stage.
It's a sight the Mary Kay Chief Marketing Officer Sheryl Adkins-Green says means big money for the area.
"We are generating about $33 million in revenue, beyond that, we support over 6,000 jobs, just with this event alone," Adkins-Green said.
Since the beginning of the year, Mary Kay reports that 94,000 women have become independent beauty consultants. The company says that one third of those are under the age of 35.
Mary Kay is trying to appeal to Generation Y through a series of iPad apps that also serve as selling tools for consultants.
Audrey Nickell is 25-years-old and has been a Mary Kay consultant for 4 years. Her mother sold Mary Kay and she says she's putting herself through college being a beauty consultant.
"That’s what’s so cool is that when you put in hard work into this, you really do get paid and I think that is empowering in itself," she said.
But it's not just women that are making their way here. Men are too -- husbands, to be specific.
September and Tim James are here from Carrollton. Why come to the Mary Kay convention?
"This business really is a partnership, if you don't do it together, you won't be as successful," Tim said.
Tim says he's here to support his wife -- he lost his job for six months and with Mary Kay she supported the family, a role she was happy to step into.
"When you do what you love, you'll never work another day," said September.
For all those men that will be here supporting their wives at this convention, organizers have lots of things planned for them to do, including tours of Cowboys Stadium and Rangers Ballpark in Arlington.
The convention runs through August 4.
NBC 5's Andrew Tanielian contributed to this report.