About Us

EARLY 1930

It is by mixing ingredients in her kitchen that Merle Norman creates 3 Steps to Beauty: Cleansing Cream™, Miracol® and Powder Base Foundation™ — the pillars of what will ultimately become a beauty empire. 

 

NOW: Her name has become a brand and the legendary 3 Steps live on through evolved formulas and more targeted options.

THE 1940'S

During World War II, Merle Norman is called upon to create a special machine gun oil and camouflage stick for American troops. 

THE 1950'S

In 1959, the brand is established as a household favorite with the Good Housekeeping Seal of Approval for 3 Steps to Beauty.

THE 1960'S

In 1961, Merle Norman blazes a trail of hygienic practices by launching signature Lip Bubbles for women to sample lip products. 

THE 1970'S

Studios are distinguished in communities and the media for Beauty Consultants who educate clientele on application, share tips and develop enduring relationships. 

THE 1980'S

Studios open on Rodeo Drive in Beverly Hills and 5th Avenue, NYC. With big hair comes big lip color! In response, a dual-ended liner and color launches: Lip Pencil Plus. Energizing Concentrate is born next: an advanced “serum” formula to apply under moisturizer—and it’s an industry gamechanger.

THE 1990'S

Entrepreneur Magazine names Merle Norman Cosmetics the #1 Cosmetic Services Franchisor three years running (1996-1998). In 1999, Dual Action Eye Makeup Remover, Fine Line Minimizer and Ultra Powder Foundation roll out—all of which become signature products. 

2010-2020

Mascara Primer, Wicked Lash Mascara, 24K Gold Firming Foundation Primer and Plush Lipstick deliver instant results. Anti-Aging Emulsion and Eye Treatment with Triple Peptide Complex launch in 2012; in 2018, Probiotic Technology drives new Skintelligent System innovation.