The Street Seen: Merle Norman Building
2525 Main Street @ Norman
From 1934 to 1952 Merle Norman operates her cosmetics empire from 2525 Main Street.
In 1919, Merle and her husband Andy Norman arrive in Ocean Park. In 1921, they purchase their 2523 3rd St property where Merle develops her cosmetic formulas in the kitchen. In 1931, the first Merle Norman Cosmetics Studio opens diagonally across from her house on the SWC of Ocean Park Blvd and 3rd St.1
In 1933, to keep up with the demand, two adjacent stores in the strip along Ocean Park Blvd are leased. By 1934, there are 94 independently operated Merle Norman Cosmetics Studios, and booming Merle Norman Cosmetics moves to a 2-story apartment building2 on the corner of Main and Sand.3 In 1935, Merle Norman buys the building.
Norman soon out grows the building. In 1936 Norman acquires lot4 to the north and builds a $25,000, 2-story 50ft x 100ft structure - doubling the floor space. To visually tie the new building to the existing brick apartment building, Horace Thursby5 designs a modernistic facade for both buildings. The Streamline Moderne and Art Deco combined building has an “ocean-liner” tower and a “wave” motif in its ornamental trim. Ellis G. Martin, who worked on the Merle Norman House, is the contractor.
After coping with the limited supplies and transport available during World War II, the expansion of Merle Norman Cosmetics resumes, but in 1952, unable to find a suitable location in Ocean Park, Merle Norman Cosmetics moves to its new facility near the Los Angeles International Airport.6
In 1961, the 2525 Main St building is sold to another self-made cosmetics entrepreneur - E.M. Stolaroff of the Natone company. Under license from a Belgian company, Natone starts producing and distributing Neutrogena soap at 2525 Main St. By 1962, Neutrogena soap is so synonymous with the company image that the company name is changed to Neutrogena.
In the 1970s, the building is occupied by Fun Striders - a manufacturer of shoes and handbags using piece rate workers. In 1978, Fun Striders, operating out of 3 plants in the Los Angeles area, becomes involved in an important union organizing / work stoppage protest.
Since 1981, the building is owned by the Di Maio family. The unreinforced brick masonry (URM) walls are seismically strengthened in 1982. In 1984, a major interior remodel converts the space from manufacturing to retail and office use. The exterior is painted and the building rebranded as Galleria Di Maio. Fire sprinklers are installed in 1988, and a third-floor apartment unit is added in 1992.
Due to the exterior modifications, the building is not considered to retain sufficient integrity necessary for National Register eligibility. In 2002, the building is designated a City Landmark based on both its architectural significance and its association with cosmetics entrepreneur Merle Norman.
The strip of stores along the south side of Ocean Park Blvd west of 3rd St. is demolished in 1969 as part of the widening of Ocean Park Blvd.
The 50-foot by 100-foot lot (Lots 53 & 54) is occupied by the 1925 Quapaw Apartments (2551 Main / 205 Sand). In 1936, the two lots (Lots 51 & 52) to the north are acquired - bringing the total property to 100-foot by 100-foot.
Sand Street, the short street between the Merle Norman building and the Ocean Park Library, is renamed, at the request of Merle Norman, Norman Place in 1936.
2521 Main St is occupied by E.L Moore automotive.
Horace Guthrie Thursby (1885-1965). Born in Detroit, Thursby moves to Los Angeles and in 1909 marries Florence Emily Weeks (1886–1930). He moves to Tulsa OK in 1920, and moves back to Los Angeles in 1930. Thursby, who obtains a California license to practice architecture in October 1936, designs other Streamline Moderne homes and buildings in the Los Angeles area. Thursby marries Vera Roselynn Benson (1904–1959) and moves to Long Beach in 1945.
Merle Norman Cosmetics (Westchester Facility near LAX)
