Who We Are...

Making Women Feel Beautiful for 37+ Years

For over 37 years, Merle Norman Elizabethton | GiGi’s Boutique has been a cornerstone of beauty, style, and confidence in the heart of Downtown Elizabethton, Tennessee. As an official Merle Norman Cosmetics studio, we proudly carry the full line of skincare and makeup products known for their American-made quality and results-driven formulas. From nourishing foundations and age-defying skincare to rich lip colors and everyday essentials, our goal is to help you look and feel your best, with personalized service and online resources you simply won’t find anywhere else.

Beyond cosmetics, our boutique offers a curated collection of ladies’ apparel, accessories, and home décor, blending timeless charm with the latest fashion trends. Each item is hand-selected to help women express their individuality, boosting confidence and magnifying their style. Whether you’re refreshing your wardrobe or picking the perfect gift, GiGi’s Boutique brings you fashion that feels as good as it looks.

We’re also proud to offer a full menu of professional esthetics services, including facials, lash and brow artistry, makeup applications, and special-occasion makeovers for weddings, proms, and events. Our talented team combines skill, artistry, and heart with our high quality products to create a welcoming experience where every visit feels like self-care.

Core Values & Vision

At Merle Norman Elizabethton | GiGi’s Boutique, our values are rooted in authenticity, empowerment, and community. We believe beauty should be approachable, confidence should be cultivated, and every woman deserves to feel seen, valued, and radiant, inside and out. Our commitment to integrity, quality, and personalized service has guided us for more than three decades, earning us a reputation built on trust and genuine care.

Our vision is simple yet powerful: to be East Tennessee’s go-to destination for beauty, fashion, and self-care, where every guest experiences both inspiration and transformation. As we continue to grow, we remain dedicated to offering exceptional products, innovative services, and a warm, welcoming atmosphere that celebrates individuality and uplifts our community, one beautiful face and fabulous outfit at a time. Shop online or at our storefront in beautiful Downtown Elizabethton.

We believe that seeing is believing, so scroll down and check out our reviews! There's a sparkling galaxy of 5-star testimonials waiting for you beow. Our loyal customers can't get enough of our fabulous Merle Norman Cosmetics, chic apparel, and pampering esthetics services. Don't take our word for it; let the social proof speak for itself! Discover why we're every woman's retail haven. Prepare for your next glow-up!