Gee Beauty is a modern, multi-generational beauty studio and brand, family-founded in Toronto in 2005. We began as a neighbourhood studio with a simple idea: real beauty, made easy, for real women at every age and stage. Twenty-one years on, that idea has grown into three studios, a makeup and skincare line worn far beyond our chairs, and a carefully curated edit of the world's best beauty brands.
Our story
Gee Beauty opened in August 2005 at 2 Roxborough Street West in Toronto. It started at a kitchen table, where Miriam Gee and her daughter Natalie wrote a business plan night after night for nearly a year. Miriam, a self-taught makeup artist and former beauty editor, had spent years teaching women that makeup should feel like them, only better. Inspired by a trip to London and by a family built on both beauty and business, the Gees created something new for the city: a modern beauty studio that felt personal, open, and easy to walk into.
A family friend gave them the name. "If you're going into business as a family, use your name." So they did.
The Gee women
Gee Beauty is female-founded and family-run. Miriam Gee and Natalie Gee are the co-founders. Celene Gee leads as Creative Director, and Stephanie Gee is Director of our Toronto studio. Together, across generations, they built the brand on a belief they still hold: your time is precious, and beauty should enhance who you are, never mask it.
Our studios
We welcome clients at our Toronto flagship on Roxborough Street, at our Miami Beach studio in Sunset Harbour, and at our South Miami studio on SW 57th Avenue. Each offers brow shaping and tinting, brow lifts, lash services, makeup applications and lessons, and customized, high-tech facials, alongside a curated retail experience. The studios are where everything we make begins, tested and refined in real treatment rooms with real clients.
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Gee Beauty Toronto
2 Roxborough Street West, Toronto, ON M5R 1T8
416.486.0080
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Gee Beauty Miami Beach
1845 Purdy Avenue, Miami Beach, FL 33139
305.868.3533
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Gee Beauty South Miami
7283 SW 57th Avenue, South Miami, FL 33143
305.900.5950
What we make, and what we carry
Our own line spans Gee Beauty makeup and Gee Skin skincare, led by Prime Skin, our signature tinted multi-primer. Alongside it, we curate roughly thirty to thirty-five prestige beauty brands, adding just a few each year, because everything on our shelves has earned its place. Gee Beauty was the first Canadian home for lines including Tata Harper, Le Labo, and Dr Sebagh.
In good company
Gee Beauty and Prime Skin have been featured by Byrdie, NewBeauty, Fashionista, Grazia, Beauty Independent, goop, Haute Living, and NUVO, and the brand launched at Holt Renfrew's Bloor Street flagship in 2025.
Female-founded. Family-run. Toronto and Miami.
