Woman Owned
Where Confidence, Community & Curated Style Meet
At Merle Norman Boutique, we believe shopping should feel personal, inspiring, and joyful. As a locally-owned boutique rooted in Ashland, KY, we hand-select every clothing piece, cosmetic favorite, and children’s gift with one goal in mind — helping you feel beautiful, confident, and cared for the moment you walk through our doors.
Our Story
A Boutique Built on Heart
Merle Norman Boutique has been a familiar name in Ashland for decades, but what makes us truly special is the women behind it. As a woman-owned small business, we’ve built our boutique around kindness, connection, and the belief that shopping local strengthens our entire community. Every product we bring in, every brand we choose, and every customer we help is part of that mission. When you shop with us, you support the families, dreams, and future of our downtown.
What We Offer
Women’s Clothing & Accessories
Merle Norman Boutique offers a curated collection of women’s clothing and accessories chosen with real women in mind. Our hand-selected pieces include flattering outfits for Keeneland, gameday, holiday events, and everyday wear. We focus on high-quality, boutique brands chosen for comfort, confidence, and timeless style, pieces you won’t find in big-box stores or online.
Beauty & Merle Norman Cosmetics
As a certified Gold Medallion Merle Norman Studio, we offer expert color matching, foundation fitting, and personalized skincare recommendations. Our beauty department features Merle Norman cosmetics plus beloved brands like Spongellé, Lollia, Tweezerman, and Inis. Whether you’re refreshing your makeup bag or searching for the perfect gift, our team is here to help you glow.
Small Fries Children’s Boutique
Small Fries, located inside Merle Norman Boutique, offers boutique-quality clothing for newborns, babies, and toddlers. We carry brands like Caden Lane, RuffleButts, and RuggedButts. All chosen for comfort, quality, and style. Every children’s gift is beautifully packaged at checkout, making our boutique the go-to stop for baby showers and last-minute gifting.
Why Shop With Us
Personalized Service
We don’t believe in overwhelming racks or pushy sales. Instead, we offer friendly, personalized guidance to help you find pieces that fit your style, your life, and your confidence. Whether you’re trying makeup for the first time in years or planning outfits for a special event, we're right beside you.
Ready-to-Gift Packaging
Every purchase, from baby outfits to jewelry to cosmetics, is gift-ready the moment you walk out the door. We package everything in our signature wrap so you can grab, gift, and go.
One-of-a-Kind Curation
Tired of everything looking the same online? Us too. That’s why we hand-pick every style, print, and brand. What you find here is unique, thoughtfully chosen, and often available in limited quantities.