Merle Norman

Merle Nethercutt Norman (January 15, 1887 - January 1, 1972) was an American cosmetics entrepreneur, philanthropist and chemist.[1] She was the founder of her eponymous cosmetics company Merle Norman Cosmetics and pioneered the foundations for franchise based companies internationally.[2][3][4]

Merle Norman
Born
Merle Mozelle Nethercutt

(1887-01-15)January 15, 1887
Logansport, Indiana, United States
DiedJanuary 1, 1972(1972-01-01) (aged 84)
Sydney, New South Wales, Australia
NationalityAmerican
Alma materUniversity of Chicago
OccupationEntrepreneur • chemist
Known forFounder of Merle Norman Cosmetics
Spouse(s)Andrew Gullickstead Norman
​
(
m. 1913; died 1959)

Early life and education

Merle Mozelle Nethercutt was born in Longansport, Indiana, the first born to Melvin and Emma Nethercutt.[5] Her family later moved to South Bend, Indiana where she graduated high school. In high school she was a public speaker and musician.[4] She attended a teachers' college and taught in the South Bend school system for several years. Nethercutt later enrolled in the University of Chicago to study chemistry.[6]

In 1912 she met Andrew Norman Gullickstead who was an advertiser and would change her name to Merle Nethercutt Norman. They both would move to Santa Monica, California in 1920.[7] Her nephew, J.B. Nethercutt would also leave Indiana and move in with her, eventually also studying chemistry at CalTech.[3]

Merle Norman Building in Los Angeles

Cosmetic career

During the late 1920s, Merle Norman with her knowledge of chemistry from college, would start creating homemade cosmetics in a makeshift laboratory in her Santa Monica estate's kitchen.[3] Norman would give out free samples to her neighbors. She would then sell her products to local customers, with her nephew J.B. working as a peddler to deliver the products using grocery bags.[8][4] She would create her "3 Steps to Beauty" line, which featured PowderBase, Cleansing Cream, and Miracol.[9]

In 1931 during the depth of the Great Depression, Merle Norrman spent $150 to open a small local cosmetics studio named Merle Norman Cosmetics in downtown Santa Monica to sell their products more abroad. Norman would begin the "try before you buy" philosophy, letting her customers try on products for free.[10] In the next couple of years women who were interested in the Merle Norman Cosmetics brand wanted to open their own studios throughout California, starting an early chain of franchises dubbed "studios." By 1934, the company had rapidly expanded to 94 independently owned franchises across the contiguous United States, with them predominantly being owned by women.[10][4]

During World War II she temporarily stopped cosmetic production and the company produced gun oil and camouflage sticks for the U.S. Military.[11]

Over the next 30 years, Merle Norman Cosmetics expanded as a multi-million dollar cosmetic enterprise encompassing thousands of franchise studios throughout North America.[12] In 1963, Norman would step down as chairman and hand down the company to her nephew, J.B. Nethercutt.[13]

Legacy
Merle Norman Stadium

Merle Norman has been credited of being ahead of her time, beginning the foundations for franchises before they were properly defined, with also inspiring women to take leadership roles and not traditional jobs at the time.[3][4][14]

Honors

Merle Norman Stadium at the University of Southern California and the $36 million six-story Merle Norman Pavilion at the UCLA Medical Center, Santa Monica were both named after her.[15][16][17]

Personal life

Norman and her husband Andrew Gullickstead had one child but was a miscarriage.[4] Her nephew, J.B. would continue the family company line through his family's descendants, which included his son and Norman's grand-nephew, Jack Nethercutt II.[18]

1936 Norman commissioned a custom Mediterranean style mansion to be built in Santa Monica by architect Ellis Martin, which would later become a historic landmark in Los Angeles.[14]

Merle Norman was friends with legendary MLB player Babe Ruth and sponsored his little League through her company over 15 years.[19]

Charities

Merle Norman through herself and her company donated millions to dozens of charities, churches and veteran programs in the United States and Canada. Her donations to medical facilities led to the construction of the $36 million six-story Merle Norman Pavilion at the UCLA Medical Center, Santa Monica.[20][21][22]

Death

Merle Norman died on January 1, 1972 at the age of 85 on vacation in Sydney, Australia.[3]

References
  1. "As a Merchant of Beauty, Merle Norman's J.B. Nethercutt Has Grown Handsomely Rich". PEOPLE.com. Retrieved 2020-04-23.
  2. "J.B. Nethercutt, 91; Co-Founder of Merle Norman, Car Collector". Los Angeles Times. 2004-12-10. Retrieved 2020-04-23.
  3. Beale, Lauren (2015-11-11). "Home built for cosmetics magnate Merle Norman is for sale in Santa Monica". Los Angeles Times. Retrieved 2020-07-22.
  4. "HISTORY'S MYSTERIES: Who was Merle Nethercutt and what happened to her?". Newsbug.info. Retrieved 2020-07-22.
  5. "Merle Norman". geni_family_tree. Retrieved 2020-04-23.
  6. "HISTORY'S MYSTERIES: Who was Merle Nethercutt and what happened to her?". Newsbug.info. Retrieved 2020-04-23.
  7. "Merle Norman (1887-1972) - Find A Grave Memorial". www.findagrave.com. Retrieved 2020-07-22.
  8. "J. B. Nethercutt -- Cosmetics tycoon Merle Norman's co-founder". UPI. Retrieved 2020-04-23.
  9. "Our Story - Merle Norman Cosemetic - Merle Norman Franchise Opportunity". merlenormanfranchise.com. Retrieved 2020-07-22.
  10. "Makeup Chain Seeks Wider Awareness". The New York Times. 1981-03-31. ISSN 0362-4331. Retrieved 2020-04-09.
  11. Kragen, Aubrey. "USC Alum's Company Changes Course During Crisis". USC Athletics. Retrieved 2020-08-07.
  12. "J.B. Nethercutt, 91; Co-Founder of Merle Norman, Car Collector". Los Angeles Times. 2004-12-10. Retrieved 2020-07-22.
  13. "As a Merchant of Beauty, Merle Norman's J.B. Nethercutt Has Grown Handsomely Rich". PEOPLE.com. Retrieved 2020-05-04.
  14. "Merle Norman House | Santa Monica Conservancy". www.smconservancy.org. Retrieved 2020-07-22.
  15. "Nethercutt Emergency Center | UCLA Health". www.uclahealth.org. Retrieved 2020-04-23.
  16. "ER OF THE FUTURE: Nethercutt Emergency Center - UCLA Radiology, Los Angeles, Westwood, Manhattan Beach, Santa Monica, CA". www.uclahealth.org. Retrieved 2020-04-23.
  17. "Facilities". USC Athletics. Retrieved 2020-04-23.
  18. "J. B. Nethercutt, 91, Co-Founder of Merle Norman Cosmetics, Dies". The New York Times. Associated Press. 2004-12-11. ISSN 0362-4331. Retrieved 2020-04-23.
  19. Beebe, Bill. "Babe Ruth with Businesswoman Merle Norman, 1948".
  20. "Addition to Hospital Will Be Dedicated". Los Angeles Times. 1986-09-14. Retrieved 2020-07-22.
  21. "UPC, 5MNP IntermediateCare, 5 Merle Norman Pavilion - Professional Governance - UCLA Health Department of Nursing, Los Angeles, CA". www.uclahealth.org. Retrieved 2020-07-22.
  22. Gaze, Emerson. "Fundraising Dinner for New YMCA-YWCA Building, 1948".
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