Founder Diaries: Inside Gee Beauty With Miriam Gee

When I think about the moment Natalie and I first sat down to sketch out the blueprint for Gee Beauty, it feels like a lifetime ago and just yesterday all at once.

There was no glossy pitch deck back then — just women, a shared instinct, an incredible amount of passion, and a very clear feeling about what was missing in the beauty world. We saw a white space.  

Our vision was simple yet focused: to create a beauty experience that mirrored the impeccable service of the Four Seasons. Not in a formal way — but in the way that makes you exhale the second you walk through the door. The kind of service where you’re remembered, understood, and cared for without having to ask. Where personal connection isn’t a “nice-to-have”… it’s the whole point.

And yes, I started Gee Beauty at 55.

That fact has become one of my favourite truths to share — because it’s proof of something I’ve believed my whole life: age is not a limitation. I respect my age, I’m grateful for it, but it doesn’t get to define what I’m capable of. If anything, it gave me clarity. I knew what I wanted to build. I knew how I wanted people to feel. And I knew I wasn’t too late — I was right on time.

A Blend of Front-Row Leadership and Behind-the-Scenes Dedication

In my role as co-founder and CEO, I’ve always worn many hats. It’s how I thrive. I’m just as passionate greeting clients and doing makeup in the studio as I am diving into back-end of finance, operations, training, and team development behind the scenes.

To really care for our business — we have to understand it. Every department. Every pressure point. Every opportunity. If I’m asking something of my team, I want to know what it takes to deliver it. Sometimes that means being in the treatment rooms, sometimes it means being deep in operational flow, and sometimes it means simply being present — seeing what’s working, what isn’t, and where someone needs support.

It’s not glamorous all the time. But it’s real. And I wouldn’t have it any other way.

The truth is, Gee Beauty has always been a family business in the deepest sense — not just because we’re a mother and three daughters building it together, but because of how we approach people. Clients. Team. Community.

The Heart of Our Service: Personal Connection and Expertise

From day one, I’ve been passionate about making people feel seen and truly understood. Beauty, to me, is as much about confidence and self-worth as it is about makeup or skincare. It’s about being met where you are, and guided to where you want to be. I love to guide. I love to take clients under my wing. 

I’ve always loved sharing knowledge — not for the sake of sounding like an expert, but because education empowers people. When a client understands what works for their skin, face, lifestyle, age, budget — that’s when beauty becomes sustainable. It stops being something you chase and starts being something you own.

The same goes for our team. I work closely with them because I believe in raising confident experts — women who can read a client, listen intuitively, and deliver that “Four Seasons of beauty” feeling every time.

Lessons I’ve Learned — and Still Live By

Over the years, I’ve realized there are a few truths that matter more than any trend, any launch, or any shiny moment. They’re simple, but they’re the reason Gee Beauty has lasted — and loved — for 20 years.

1. Wear all the hats — not just the one that looks good

When you’re building something meaningful, you don’t get to be precious about your job description. I’ve never believed in “that’s not my department.” If something needs attention, you lean in, you learn it. If a team needs help, you show up. If a problem needs solving, you get curious.

Understanding every part of the business — from finance to operations to the client chair — has made me a better leader. But more importantly, it’s kept me connected to reality. And businesses thrive on reality.

2. The client experience isn’t a moment — it’s a relationship

People remember how you made them feel long after they forget what you used on them. To me, a client experience isn’t about a perfect brow or beautiful skin (though yes, we always aim for that). It’s about care. Warmth. Connection. That feeling of being in good hands.

Four Seasons service has always been our north star — not because of luxury, but because of thoughtfulness. The details. The remembrance. The quiet excellence.

3. Relationships are everything — build them, protect them, honor them

Our business is built on trust. Trust takes time, listening, and consistency. It’s why I’m so committed to personal connection — not as a philosophy, but as a daily practice.

4. Be “ready for the day” — in every sense

This one is deceptively simple, but it’s one I live by.

Being ready for the day doesn’t only mean showing up on time and looking polished. It means arriving grounded. Energized. Open. It means preparing yourself — mentally and physically — to meet people where they are.

For me, that starts early. Movement. Hydration. A moment of gratitude. A check-in with myself. Because if I want to serve others well, I need to be well myself first. Getting dressed and putting myself together is how I show respect to everyone around me. It signals that I’m thinking about honoring them, making them feel excited and special. 

“Ready for the day” is a standard. It’s a form of respect — for your clients, your team, and your own life.

Shop Miriam's Favourite Products