Welcome to our newest series celebrating beauty, nostalgia, real life, and everything in between.
In honour of Gee Beauty Toronto's 20th anniversary, we’re going deep into the archives with the women who started it all: Miriam, Natalie, Celene and Stephanie Gee. These are the moments, memories, and mantras that built Gee Beauty — straight from our founders.
Q: What inspired the original concept of Gee Beauty?
We were inspired by the chic, boutique-style beauty spaces in London: intimate, stylish and warm. At the time, that didn’t exist in North America. We wanted to build a space where it wasn’t just about the transaction, it was about community, learning, and connecting. A studio where you could shop, learn how to apply your makeup, and feel good. It was about bringing beauty to life in a fresh, modern way.
Q: Do you remember the moment you knew Gee Beauty was really happening? Do you remember your first client?
We all remember that spark. Walking into the Roxborough studio felt full of warmth, excitement, and purpose, like this is really happening.
Our first clients? Unforgettable. And maybe in need of a brow redo (sorry!). But we live, we learn — and now we laminate.
In the beginning, we did everything ourselves. Stocking cabinets, sweeping floors, doing laundry, makeup, brows. Always on, always hands-on. But through it all, we were having so much fun.
One of our favourite rituals? The end-of-day debriefs. Just sitting and chatting to one another. Those little moments shaped who we are.
Q: What was missing from the beauty industry when you opened in 2005? What were the beauty trends 20 years ago?
Back then, the industry was all about the glam: full makeup, bold looks, instant transformations. But no one was really talking about the importance of starting with healthy, cared-for skin.
Miriam always emphasized taking care of your skin, before “self-care” was even a term. She was ahead of her time. Cleanse your face, have a routine, invest in your skin. It wasn’t about glam all the time, it was about care.
As for trends? Overplucked brows, being too put together from head to toe — hair, makeup, outfit, accessories all perfectly matched. And everyone taking forever to get ready. We’ve definitely evolved.
Being in your prime is a mindset. It’s not about age or a number. There’s no such thing as being past your prime. It’s about owning who you are, right now.
Natalie Gee
Q: How would you describe your approach to beauty?
Beauty should feel as accessible as grabbing your morning coffee. It shouldn’t be something you put off or save for a special occasion. It’s part of your life, a daily ritual that fits into your routine, not around it.
20 years in, and we’re just getting started. Stay tuned for more stories, surprises, and celebrations still to come.
— The Gee Women 💋