Founder Diaries: Inside Gee Beauty With Natalie Gee

I’m Natalie, and I’m so excited to share a bit more of my world with you — not just what I do at Gee Beauty, but why I do it the way I do.

This brand has been my life for over 20 years, and I feel lucky every day that I get to build it alongside my family, an inspiring team, and a community of clients I truly love.

Here’s what I’ve learned about staying close to the heart of Gee Beauty as we’ve grown — and how connection, presence, and intention have guided me from day one.

When we wrote our business plan for Gee Beauty over 20 years ago, entrepreneurship didn't look like it does today. Back then, it was more the norm for the “owner” to feel unaccessible or out of reach — somewhere far above the day-to-day, not client-level, not approachable, not in the room.

When we we're researching our concept and would visit inspiring businesses — from hotels to fashion retail to beauty and spas — it was always the places that had the owner's presence and energy that felt the most trusted, the most authentic, had the best reputation and you could tell they really stood for something. This was always how Miriam and I envisioned it. We believed that if we were going to build something special, with heart, we had to be close to the people we were building it for — and the people we were building it with.

When COVID happened, I went completely online. I needed the connection. I was doing my makeup, sharing what I loved, talking people through what actually works. And even though the platform changed, the message didn’t. It was still about connection. Trusted recommendations. Simple routines that make you feel like yourself — just more confident.

Coming back into the studios after COVID felt like a full 360. Being in-person again was everything — that energy, that care, that service you can only feel when you’re in the room together. But what I love is that the return didn’t replace the online world — it expanded it. Now I get to be grounded in the studio and reach our growing community through content, videos, events, and being present with you in new ways.

Whether I’m in our Miami studio threading brows on a Friday, filming a makeup routine in my car I swear by, or eventing with our retail partners like Nordstrom in California, it’s the same intention: bringing Gee Beauty to life in a way that feels personal, trusted, and real.

The truth is, being in studio is still my heartbeat. It’s where I can offer everything I have — my hands, my eye, my honesty, my energy, my obsession with the details. And my dream is to open more studios, because what we do is truly unique. The experience, the expertise, the style, the standard, the commitment — I want more people to feel it in person.

People ask me a lot how I balance everything — the studio, the makeup brand, product, the content, the team, life. The honest answer is: I don’t “balance” it by doing more. I balance it by staying clear on what matters.

1. I build with people I respect — and I think long-term.

I genuinely enjoy the people I work with, and that’s not optional for me — it’s a key to success. I respect my team, I care about long-term relationships, and I’m always thinking about the bigger vision. Every action, every intention, every detail adds up. I also like having a strong understanding of how everyone contributes — because when I understand the full picture, I can do my job better and lead more thoughtfully.

2. I’m forward-thinking, but I live in the present.

I don’t live in the future, but I am always looking at what’s next — growth, evolution, momentum. I don’t spend much time looking back. I enjoy the present, and I think that’s why I stay energized. The work is happening now.

3. I bet on myself — and I stop looking sideways.

Over the last year especially, I’ve really doubled down on trusting myself. The more inner work I do, the more grounded that trust becomes. I’ve definitely been guilty of “looking around” too much — comparison will steal your focus if you let it. Journaling, spending time alone, and listening to the right voices (podcasts that actually move me forward) has helped me come back to center and strength.

4. Gratitude keeps me steady.

This is a big one for me. If I get in a workout, I’m grateful — and then I move on. If I make something happen in a day, even something as simple as putting a great outfit together, I’m grateful. It’s how I do my makeup too: intentional, present, thankful.

5. I accept where I am — fully.

I’m working on feeling whole and complete now, while still wanting more. That combination is the healthiest balance I’ve found: appreciating where I am, but staying open to what’s next. Both can exist.

6. My family life grounds me.

My home life keeps me rooted. The choices we’ve made as a family — acting as a real unit — have been conscious, and Rachel and I are really proud of that. It’s a foundation I don’t take for granted, and it gives me the steadiness to show up fully in everything else.

At the end of the day, I’m still doing what we set out to do at that kitchen table: build something beautiful, credible, and human. A brand where standards matter, relationships matter, and where confidence is always the point of beauty — not perfection.

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