Merle Norman's Vienna Location Celebrates 70-Year Anniversary

VIENNA, VA — Cosmetics brand Merle Norman already has a storied history dating back to 1931. Its Vienna location is also one of the oldest businesses in town.

Merle Norman Cosmetics of Vienna celebrated its 70th anniversary with a community celebration on Saturday. To celebrate the occasion, customers were treated to sales, prizes and refreshments.

The Town of Vienna recently spotlighted the business in honor of its longstanding presence. Merle Norman is a cosmetics brand founded in Santa Monica, California by a woman who is the namesake. The brand's claim to fame is its "three steps to beauty," which are its Cleansing Cream, Miracol and Powder Base Foundation products.

That business came to Vienna 70 years ago, bringing a "try before you buy" philosophy. The store changed hands several times over the years, but it was twice owned by the same family, who are the current owners.

Co-owner Robbie Holland's mother Geri Holland bought the location in 1971 and later expanded to Fair Oaks and Centreville. While she later sold the Vienna location, it eventually came back to the family by her son and daughter-in-law Sharon Holland.

Geri Holland died in 2020 at the age of 89. But even today, some customers will recall meeting Geri Holland, who would give them lip gloss samples at the store.

"Geri was a great businesswoman, and she believed in her customers and she believed in her staff both and she was very empowering," Sharon Holland said in a town video feature. "She helped a lot of women get through some trying times, and she was always extremely helpful and very encouraging, and I think that's why she was so successful in what she did, because everyone knew she was genuine, and everyone knew she was a very positive, caring person."

Owning the store is a full-circle moment for co-owners Sharon and Robbie Holland, who met because of the store. Sharon Holland said their mothers were friends and schemed a way for their children to meet in the store. The rest is history, as the couple got married in 1979, and Sharon started working at the store.

"My daughters have used it, and now their daughters have used Merle Norman as well," said Sharon Holland. "So that's four generations."

Vienna remains the only Merle Norman location in Northern Virginia today. The Hollands attributed their success in Vienna over 70 years to doing right by its customers and support by the town for small businesses.

"I love doing business in Vienna," said Sharon Holland. "The town is just so welcoming. Our employees are family. The customers become family. It's just really nice. It's just a great to work."

Customers can find Merle Norman of Vienna at the Danor Plaza, 401 Maple Ave. E, Vienna, VA.