Merle Nethercutt Norman
Merle Nethercutt Norman | |
|---|---|
| Born | January 15, 1887 Logansport, Indiana, U.S. |
| Died | February 1, 1972 (aged 85) Sydney, Australia |
| Occupation(s) | Entrepreneur, chemist, philanthropist |
| Known for | Founder of Merle Norman Cosmetics; pioneer in franchising |
Merle Nethercutt Norman (January 15, 1887 – February 1, 1972) was a notable American entrepreneur in the cosmetics industry, a skilled chemist, and a dedicated philanthropist. She established Merle Norman Cosmetics and was among the earliest innovators to develop franchising within the business sector.
Early life and education
Originally from Logansport, Indiana, Merle Nethercutt relocated with her family to South Bend, Indiana, where she completed her secondary education. She initially worked as a teacher in South Bend’s public schools before pursuing chemistry studies at the University of Chicago.
In 1912, she encountered Andrew Norman Gullickstad, who worked in advertising; they married the following year and later adopted the surname Norman. The couple moved to Santa Monica, California in 1920 along with Merle’s parents. Her nephew, J.B. Nethercutt, also left Indiana to reside with them and enrolled at Caltech to study chemistry.
Cosmetic career
During the late 1920s, Merle Norman utilized her academic background in chemistry to formulate homemade cosmetics in her Santa Monica kitchen. She began by distributing complimentary samples locally and selling products with assistance from her nephew J.B., who helped deliver them. Among her creations was the "3 Steps to Beauty" collection, which featured PowderBase, Cleansing Cream, and Miracol.
In 1931, amid the economic challenges of the Great Depression, she invested $150 to launch Merle Norman Cosmetics—a modest studio located in downtown Santa Monica—introducing a pioneering "try before you buy" sales approach. The enthusiasm from women interested in opening their own studios led to one of the first franchise networks. By 1934, there were 94 independently owned franchises throughout the United States, predominantly operated by women. The company headquarters moved into the Merle Norman Building in 1936.
During World War II, the company redirected its manufacturing capabilities from cosmetics to producing gun oil and camouflage sticks for U.S. military use.
Over three decades, Merle Norman Cosmetics expanded into a multi-million dollar corporation with thousands of franchise studios across North America. In 1963, Merle Norman retired as chairman, handing over leadership responsibilities to her nephew, J.B. Nethercutt.
Legacy
Merle Norman is acknowledged as a trailblazer in franchising, laying groundwork for what would become a standard business model before its formal recognition. She served as an inspiration for numerous female entrepreneurs; by 1934 most Merle Norman Cosmetics franchises were independently owned by women nationwide. Her company notably prospered throughout the hardships of the Great Depression.
The University of Southern California honors her name with Merle Norman Stadium, while the $36 million Merle Norman Pavilion at UCLA Medical Center, Santa Monica also commemorates her contributions.
Connie O'Kelley's biography, Merle Nethercutt Norman: An American Story, chronicles her life story and entrepreneurial achievements.
Personal life
Merle Norman and her husband Andrew Gullickstad experienced the loss of their only child due to miscarriage. Her nephew, J.B. Nethercutt, carried forward the family business legacy, succeeded later by his son and Merle’s grand-nephew, Jack Nethercutt II.
She maintained a longstanding friendship with baseball icon Babe Ruth, supporting his Little League team through corporate sponsorship for more than fifteen years.
Estates
In 1936, Norman commissioned architect Ellis Martin to design a bespoke Mediterranean-style residence located in Santa Monica. This property, known as the Merle Norman House, received recognition as a historic landmark from the City of Santa Monica in 1996.
During the 1950s, Norman purchased land in Tucson, Arizona where she established El Rancho Merlita, an expansive ranch-style estate intended as a vacation getaway for her associates. In 2004, this estate was transformed into a bed and breakfast.
Charitable Contributions
Merle Norman and her enterprise contributed millions of dollars to a wide range of charitable organizations, churches, and veterans’ programs throughout both the United States and Canada.
Passing
Merle Norman passed away on February 1, 1972, at the age of 85 while in Sydney, Australia.