Entrepreneur, Philanthropist. She received world-wide recognition as an American woman, for founding her own cosmetic company in her kitchen in the late 1920s, and developing the new idea of franchises before this term was used in the business world. Born Merle Mozelle Nethercutt, she was the oldest child and only daughter of Melvin Nethercutt and his wife Emma Cotner. She was a school teacher before marrying Andrew Norman Gullickstad on May 30, 1913. Two years later, the couple had a son that died at birth. She had studied medicine and chemistry at the University of Chicago before moving to California with her family in 1920. With Helena Rubinstein, Max Factor, and Elizabeth Arden already in the cosmetic industry, she was the only American-born candidate to step into the race to develop the perfect cosmetic. Using the professional name of Merle Norman, she took the "try before you buy" approach with free demonstrations in her studios, thus starting "before and after" makeovers. With her experience with chemistry, she developed her first makeup for her own use on her kitchen table, and some of her original products are still being faithfully used in the 21st century. In 1931 she opened her first Merle Norman Studio at the corner of Main Street and Ocean Park Boulevard in Santa Monica, California. J. B. Nethercutt, her nephew and ward since he was age nine, soon joined her and her husband in developing and manufacturing her products. Within three years, she had 94 studios opened, and today, there are 2,700 licensed studios around the world, with most in North America and 96% owned by women. When she first started her franchises, women were not active in the workforce. By 1930, her husband had taken the surname of Norman and died in 1959. The same year, Merle Norman Cosmetics received the "Good Housekeeping Seal of Approval" for the "Three Steps to Beauty." a cleansing cream, the Miraco mask, and a power-base makeup. In the 21st century, her company remains a successful family-owned corporation with her nephew's son, Jack Nethercutt, in charge of the management. Her products are still made in the United States and considered a high-end complete skin care and makeup program. As the years passed, several of her earlier competitors' businesses failed, while others' cosmetics are now being sold in the corner drugstore at discount prices. Through her generous donations, worthy charities in Canada and the United States have received financial assistance for critical ill children, the homeless, advanced educational programs, veterans in need and many more worthwhile causes. Her generosity of millions of dollars to medical facilities led to the building of the $36 million, six-story Merle Norman Pavilion at Santa Monica-UCLA Medical Center, which was named in her honor in 1986.