BeautiControl had roots in Elmwood

Just after New Year's Day this year, Waxahachie resident Larry Burns shared the following story about Dallas-based BeautiControl Inc. on the Facebook group Dallas History Guild. We were surprised to learn that one of our own buildings played a role in the early development of this respected company, which was purchased by Tupperware Corp. in 2000 and by Youngevity International in 2017. Read Larry's story below:

 

Post-war Oak Cliff ushered in new beginnings for many, and our family was no different.

The men in our family came to participate in the building boom that took place around Wynnewood and Elmwood in 1947; however, my mother Dathene arrived to relocate and revive a family business that was started by her grandfather John Wesley Heath and her Mother Ova many years before in Mena, Arkansas.

 Dathene Standridge, Mom

Dathene Standridge, Mom

The war had resulted in the closing of many small businesses, like my grandmother Ova's, as men and women left home to serve. First located near Beckley and Jefferson, it prospered and quickly moved near Edgefield Ave. and Balboa Dr. in Elmwood. The family business, Beauticontrol Cosmetics, soon added direct sales consultants – the first being a young sales dynamo named Mary Kay. 

Mom sold our family's interest in the business during the 1960s just as the new Mary Kay Cosmetics and BeautiControl, Inc. became competitors. Many said the only advertising the product needed at the time was my mother's smile. I tend to agree.

 The second location of Beauticontrol Cosmetics.

The second location of Beauticontrol Cosmetics.

1317 Brunner Ave, the location chosen by Beauticontrol after leaving Jefferson Blvd., has been associated with a couple of different towing businesses in recent years. Built in 1927 with an addition built in 1946, it is currently owned by Mr. Joel Salas of Irving and serves as Casa del Rey, a Christian church.