Every iconic brand has a story—and Gee Beauty’s is a glow-up worth celebrating.
From a single studio in Toronto to a multi-city beauty empire with cult-loved products, this timeline is a walk down memory lane. And because beauty has always been about more than brows and blush, we’re weaving in the cultural moments that shaped each year.
2005
Gee Beauty opens its doors on Roxborough St. W in Toronto’s Rosedale neighborhood—launching the concept of a modern beauty studio, offering result-driven treatments and products designed to suit a modern lifestyle.
Meanwhile in 2005…
Beyoncé’s Crazy in Love was still topping playlists, The Notebook made everyone cry in theaters, and Juicy Couture tracksuits were the definition of chic.
“When we first opened Gee Beauty, I was completely obsessed with Chad Michael Murray — half the reason I wanted perfect brows was in case I ever met him.
Celene Gee
2007
Gee Beauty becomes the preeminent destination in Toronto to get your brows done and get a gorgeous glow.
Meanwhile in 2007…
The first iPhone dropped, Britney Spears shaved her head, and Gossip Girl made “xoxo” the most iconic sign-off.
2009
Gee Beauty expands its retail offering to include lifestyle beauty, wellness + accessories, stemming from requests from our growing clientele.
Meanwhile in 2009…
Lady Gaga taught us how to “Poker Face,” neon tights were a thing, and Facebook statuses still started with “is.”
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Turning A Dream Into A Reality
2010
Opening of Six by Gee Beauty—a curated lifestyle shop located right next door to Gee Beauty, with Canada’s first Le Labo fragrance bar and an edit of everyday essentials.
Meanwhile in 2010…
Instagram launched, Sex and the City 2 hit theaters, and we were still choosing sides: Team Edward or Team Jacob.
2011
Gee Beauty launches its first U.S. location at Bal Harbour Shops, Florida.
Meanwhile in 2011…
The royal wedding had us glued to our TVs, Adele dropped Rolling in the Deep, and feather hair extensions were the year’s must-have accessory.
Related
6 by Gee Takeover: Meet MichelleI wanted 6 By Gee to feel like discovering your chicest friend’s closet — effortless, timeless, and just a little bit exclusive.”
Michelle Levine, 6 By Gee Beauty Director
2014
Geebeauty.com officially launches.
Meanwhile in 2014…
Kim Kardashian “broke the internet,” Frozen had us singing “Let It Go,” and contouring officially became a verb.
2015
The first iteration of Prime Skin launches, quickly establishing itself as a hero product.
Meanwhile in 2015…
Kylie Jenner lips had everyone overlining, hoverboards became the hottest (and riskiest) toy, and “Uptown Funk” was the soundtrack of the year.
2016
Gee Beauty expands its U.S. flagship—relocating to Sunset Harbour, Miami Beach.
Meanwhile in 2016…
Beyoncé’s Lemonade had us in formation, Stranger Things brought back ’80s nostalgia, and millennial pink was everywhere.
2020
Geebeauty.com expands its digital footprint while providing virtual beauty solutions and strengthening our growing online community.
Meanwhile in 2020…
Tie-dye sweatsuits were the uniform, TikTok dances took over living rooms, and everyone was baking banana bread while Tiger King kept us up all night during lockdown.
2022
The new Prime Skin arrives, with innovative packaging + a fuller shade range based on community feedback.
Meanwhile in 2022…
Hailey Bieber’s glazed donut nails were on everyone’s Pinterest board, Euphoria makeup ruled, and Y2K butterfly clips made a comeback.
During lockdown, we realized beauty wasn’t just about the studio — it was about creating digital touchpoints to keep our community inspired and connected, no matter where they were located.
Natalie Gee
2023 & 2024
Gee Beauty Makeup launches in select Neiman Marcus stores and on Nordstrom.com.
Meanwhile in 2023 & 2024…
Barbiecore pink dominated, “quiet luxury” became the new buzzword, and Taylor Swift’s Eras Tour had everyone trading friendship bracelets like it was summer camp for grown-ups.
2025
The 20th anniversary of Gee Beauty!
Meanwhile in 2025…
The year is still unfolding, and we can’t wait for what’s next!
(and Taylor Swift got engaged..)