Merle Norman Cosmetics

Merle Norman Cosmetics Inc.

Company type	Private
Industry	Personal care, Cosmetics
Founded	1931
Founder	Merle Norman
Headquarters	Los Angeles , United States
Area served	United States, Canada, Guatemala, United Arab Emirates, Bahrain, Taiwan, Hong Kong
Key people	Jack Nethercutt II (Chairman and President)
Products	Skin care, personal care, makeup, day spa services
Owner	Nethercutt–Richards family

Merle Norman Cosmetics Inc. is a U.S.-based cosmetics enterprise established in 1931 by the chemist and business pioneer Merle Norman. With its main office situated in Los Angeles, California, the company produces and markets skin care, personal care, and makeup items through both digital platforms and a network of over 1,000 independently operated beauty studios spanning seven countries, predominantly within North America. Additionally, Merle Norman manages day spa facilities under the Merle Norman Spa brand. In 2018, the company reported revenues near US$100 million.

History

During the Great Depression, Merle Norman began crafting cosmetics in her own kitchen, opening her inaugural studio in Santa Monica in 1931 with an initial investment of $150. By 1934, the brand had expanded to numerous independently owned studios across the United States, largely run by women entrepreneurs. The firm established its headquarters in 1936 at the Merle Norman Building on Main Street and extended its reach to Asian markets by the 1940s. Amid World War II, production diversified to include items such as gun oil and camouflage products.

In 1963, leadership passed to J.B. Nethercutt, Norman’s nephew. The company went public on the American Stock Exchange in 1969, offering 400,000 shares at $25 each; however, due to limited trading activity, it returned to private ownership by repurchasing these shares in 1974. Growth efforts included opening a second manufacturing plant in Sylmar, Los Angeles (1971) and establishing a distribution hub in Memphis to serve East Coast markets (1973).

By the 1980s, Merle Norman ranked among the top ten cosmetic companies in the United States and launched its inaugural national advertising campaign. The company briefly ventured into three European countries but withdrew from those markets by the 1990s. In 1999, it implemented standardized studio designs to update its brand image.

In 2004, Jack Nethercutt II assumed leadership. The company achieved a No. 21 ranking on Entrepreneur magazine’s Franchise 500 list in 2007 and expanded into Middle Eastern markets by 2011. That year also featured a rebranding initiative introducing new logo and packaging designs. Between 2012 and 2019, the number of studio locations decreased by 269 units due to changing market conditions.

To address evolving consumer preferences, Merle Norman added day spa services at selected studios across the U.S. and Canada in 2018 and launched online product sales in 2019. During the COVID-19 pandemic, the company supported public health efforts by producing hand sanitizer approved by WHO.

Currently serving as Chairman and President, Jack Nethercutt II continues to uphold the family-led leadership model that has fostered steady growth and significant influence within the cosmetics sector.

Operations

Merle Norman operates as a privately held, family-owned business under the control of the Nethercutt–Richards family, with its corporate headquarters located in Los Angeles, California. The company functions within the personal care industry and maintains membership with the Personal Care Products Council.

Its products are distributed both online and through nearly 1,000 franchise studios owned independently throughout the U.S., Canada, and select international regions. The primary manufacturing and distribution center is based in Westchester, Los Angeles, complemented by a secondary facility in Sylmar dedicated to packaging production.

Merle Norman is certified cruelty-free by PETA; however, some of its products contain ingredients that are not vegan.

Merle Norman Spa

Merle Norman Spas are available at selected sites throughout the United States and Canada, providing expert day spa treatments such as massages and facials carried out by certified estheticians.

Locations

By 2021, Merle Norman operated a total of 1,007 locations worldwide, including 955 studios across 49 U.S. states and 52 outlets spanning eight Canadian provinces along with five additional countries.

U.S. and Canada

• Alabama
• Alaska
• Alberta
• Arizona
• Arkansas
• British Columbia
• California
• Colorado
• Connecticut
• Delaware
• Florida
• Georgia
• Idaho
• Illinois
• Indiana
• Iowa
• Kansas
• Kentucky
• Louisiana
• Maine
• Manitoba
• Maryland
• Massachusetts
• Michigan
• Minnesota
• Mississippi
• Missouri
• Montana
• Nebraska
• Nevada
• New Hampshire
• New Jersey
• New Mexico
• New York
• Newfoundland and Labrador
• North Carolina
• North Dakota
• Nova Scotia
• Ohio
• Oklahoma
• Ontario
• Oregon
• Pennsylvania
• Rhode Island
• Saskatchewan
• South Carolina
• South Dakota
• Tennessee
• Texas
• Utah
• Vermont
• Virginia
• Washington
• West Virginia
• Wisconsin
• Wyoming

International

• Guatemala
• United Arab Emirates
• Bahrain
• Taiwan
• Hong Kong

Sponsorship

Merle Norman was the lead sponsor of the 1981 Met Gala, which featured The Eighteenth-Century Woman as its theme. The brand also supports the USC Trojans, having financed Merle Norman Stadium for the women's beach volleyball team in 2012. Additionally, it sponsors the Arizona Cardinals Cheerleaders in the NFL.