TikTok Elevates Merle Norman Cosmetics Franchise as a Modern Brand

Merle Norman embraces new technology by using TikTok to introduce a younger generation of cosmetic and skincare fans to our iconic brand

Merle Norman is embracing TikTok, using the popular social media platform to connect with customers. Merle Norman may be an iconic brand, but we’re not your grandmother’s cosmetics and skincare company. Utilizing TikTok allows us to keep up with the latest trends and technology.

With more than 800 million active users worldwide, TikTok is one of the fastest growing social media platforms in the world. Individual Merle Norman cosmetics studio locations like Greenwood, Indiana, who dub themselves the “Merle Girls,” began using TikTok to update customers during the height of the pandemic, reminding them that they offered online ordering and curbside pickup. Other influencers who tag themselves as #merlegirl makeup enthusiasts, have been posting makeup tutorials using their favorite Merle Norman products.

Founded by pioneering businesswoman Merle Norman from her kitchen, our products have been made in the U.S. since 1931 and manufactured in the same Westchester, California, plant built by Norman herself in 1952. We’ve changed with the times over the years and using TikTok to connect with a new generation of customers exhibits our adaptability and innovation. 

Beauty influencers use TikTok to share their favorite Merle Norman products

YouTube makeup tutorials were once all the rage, but more people are starting to gravitate toward the 60-second or less videos found on TikTok. Do a quick search for the Merle Norman hashtag on TikTok and you’ll find a new generation of fans. Makeup and beauty are hot topics on TikTok that continue to grow.

“For beauty content creators, TikTok provides a fun space for playing with beauty products and experimenting with your look. The last time I checked, #makeuptutorial had 3 billion views, #eyemakeuptutorial 60.2 million and #skincareroutine had 191 million views,” says beauty industry pro Jo Jones in a Get the Gloss article, “How This Beauty Expert Got Hooked on TikTok.”

Beauty influencers are flocking to the platform and posting makeup tutorials and reviews with content tagged #makeup coming in at more than 72 billion views. It’s a great way for new fans to connect with our iconic brand, and our studio owners are able to reach a new generation of fans shopping online during the pandemic.

Now more than ever people are looking for a pick me up and time for self-care, and Merle Norman is at the forefront of connecting with customers where they are sharing their beauty favorites and seeking new products to try.

Ready to open a Merle Norman Cosmetics studio in your community? 

Merle Norman Cosmetics franchise is poised for growth throughout the country. We anticipate adding at least 42 new studio franchise units this year. Extended to entrepreneurs beginning in 1931, then by Merle Norman herself, our franchise opportunity gives franchisees personal and professional fulfillment as Merle Norman Cosmetics studio owners.