In April 1973, Glojer Marti Ltd. wasn’t just another beauty salon—it was making a pretty bold pitch: St. Louis, why not you? Located at 7530 Forsyth in Clayton, the shop promised a slice of New York and Beverly Hills glamour, right down to its “Three Act Program” of facials, makeup and manicures.

But what really set it apart was who those services were for. Under the direction of Marti Molasky Rose, and with staff including Delores Wellencamp, Nancy Keller and Marty Ellen Flanigan, the salon leaned into an idea that felt ahead of its time: men belonged in the chair, too.

According to a St. Louis Post-Dispatch feature from April 22, 1973, Glojer Marti didn’t just welcome male clients—it built for them, setting aside two evenings a week for men to try facials and skincare in a space that, until then, had been largely off-limits .

The ad itself reads almost like a challenge. Not a cover-up, it insists—but a “pampered face.”

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In other words, this wasn’t just about looking better. It was about changing who was allowed to care.

And in 1973 St. Louis, that might have been the real sell.

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