Mennen

Mennen Worldwide: The Corner Pharmacy that became a global company 

By North Jersey History and Genealogy Center, Jeffrey V. Moy 

The founder of one of America’s most profitable family-owned companies, Gerhard Heinrich Mennen, emigrated to New York City in 1871 to make a life for himself at the age of 15.

Born on July 13, 1856, in the German town of Vegsack, Gerhard decided against following the family profession of ship captains and struck out on his own. After checking in with state immigration clerks at Castle Garden and paying a small disembarkation fee, Mennen made his way to one of New York’s German enclaves and found work in an apothecary. The shop’s owner, Emil Luntz quickly recognized the precocious teen’s potential and encouraged him to attend the New York College of Pharmacy.

Gerhard-Mennen-ca.1890

Gerhard H. Mennen, ca.1890. The Mennen Company Commemorates the 50th Anniversary of William G. Mennen, 1908-1958, Morris Township, NJ; The Mennen Company, 1958. NJHGC Collections.

Upon graduating pharmacy school at age 19, Gerhard Mennen moved across the Hudson River to Hoboken where he worked as a clerk at Fehr’s Pharmacy; the owner let him sleep in a backroom to fill late night prescriptions (while also saving on rent expenses).

Within three years Gerhard had saved enough for a downpayment on his own store, which was on the ground floor of Newark’s bustling Central Hotel. He opened G. Mennen Apothecary on Feb. 15, 1878, at age 22.

Gerhard Mennen’s drugstore at Central and Broad St Newark, ca.1880. “Mennen Worldwide” booklet, The Mennen Company, Hanover Ave., Morris Township, NJ, ca.1977. NJHGC Collections

In addition to filling prescriptions for busy Newarkers, Mennen began perfecting his formulation for a new baby powder. Based upon a recipe purchased from Mr. Fehr, Gerhard used his New York City contacts to locate a reliable source of fine talc from Italy’s Pinerolo region, which he mixed with an antiseptic and a small amount of oil of roses.

The result was Mennen Borated Talcum Infant Powder, marketed in its signature cylindrical container with an innovative spin-wheel cover that prevented messy spills.

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Typical Ad

A typical ad from the late 1800s featuring products with Gerhard Mennen’s likeness prominently displayed on each package. Mennen’s innovative marketing techniques built demand for his products outside of Newark and northern New Jersey as the Mennen name gained prominence regionally and nationally. The Mennen Company Commemorates the 50th Anniversary of William G. Mennen, 1908-1958, Morris Township, NJ; The Mennen Company, 1958. NJHGC Collections.


In an era of unregulated products and dishonest snake oil peddlers, Gerhard Mennen staked his reputation on the high quality and effectiveness of his powder by printing his portrait on all packaging.

Mennen also was an early pioneer of mass advertising for branded products. He distributed informative pamphlets, picture cards, and lithographed bookmarks to retailers to include with every purchase, thereby associating his name with the quality and high standards of his products.

Promotional bookmark distributed to retailers as a free giveaways to customers, ca,1900. NJHGC Collections.


Early on, sales and advertising became an integral component of the Mennen business, as he hired musicians to travel the region offering free entertainment, followed by a brief message on the many ailments that his talcum powder was uniquely suited to cure.

When noticing that the billboards advertising traveling circuses and winter theatrical performances went unused in the off-season, Gerhard was among the first retailers to adopt them to boost sales of his products throughout New Jersey.

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Mennen_s-Violet-Talcum-Powder-bookmark-ca.1900.2-296x700
The-Orange-St-property-in-Newark-1908-Wm-Mennen-Anniv

The Orange Street property in Newark, 1908. The Mennen Company Commemorates the 50th Anniversary of William G. Mennen, 1908-1958, Morris Township, NJ; The Mennen Company, 1958. NJHGC Collections.


As the financial Panic of 1893 gave way to greater industrial output and rising standards of living, more Americans could afford pre-packaged convenience products, and Mennen’s business thrived. His talcum powder soon was used by men and women alike.

By 1897 Gerhard acquired property on Orange Street in Newark that served as the growing company’s office, laboratory, and factory for the next 20 years.

William-G.-Mennen-and-his-sister-Elma-1888-50th-Aniv

William H. Mennen met Elma Korb while both worked in Newark. They married in 1882 and later that year welcomed their daughter Elma Christina (seen here at right) into the world. Their son William G. Mennen arrived in 1884.