Discover how passion, family, and creativity shaped the foundation of Gee Beauty — in the words of the man who helped bring it to life.

On Legacy, Creativity & Building a Brand

1. Do you remember the first time we brought the idea of Gee Beauty to you? What was your initial reaction?

It wasn’t a surprise - Beauty/style/makeup/skincare was a natural way of life in the Gee household, and with Miriam's professional background in (and passion) for beauty,  this was a natural extension of that.

2. What was it like building the brand with us as family - not just emotionally, but creatively and strategically?

This could be a long answer so I'll try to keep it short! I think given my background and career in advertising, helping big brands like Club Monaco, Toyota, Rogers, the LCBO create and market their businesses, it was always second nature to my family to hear from me about the power of branding, story-telling, merchandising, language, persuasion, emotion. They all learned a lot through that.

And often clients of mine throughout my career, sometimes got in the way of greatness. They could get timid or "safe" when it came to bold messaging, or taking creative risks, and really putting themselves out there. So the work ends up suffering or not reaching its full potential. I think all creatives experience this - the clients not matching the agency's vision and there being misalignment.

When it came time to create, develop and brand Gee Beauty, it was important that they trusted me, our agency, our vision, and our desire on their behalf so that we could achieve greatness. I think you all also understood the power of executing on a super high level in terms of brand, messaging, materials. We were looking at brands like Chanel, The Four Seasons etc as benchmarks, so there was a mutual "bar" being set by all of us. And they let us take risks!

3. Gee Beauty was born inside your ad agency in 2005 — can you share a moment from that time that stands out to you?

There were many moments. But first off, some of my business partners were a bit reluctant to “get into” a family / service project inside the agency. They questioned where this brand could go. But what mostly stood out was having Celene working as a junior Graphic Designer in the Agency (just after graduating design school) and working with our creative team on the development of the brand - learning, creating, writing, bringing it all to life.

4. Looking back, what do you think set Gee Beauty apart from the start? What made it ahead of its time?

We created a visual and verbal language, tone & manner that was utterly unique at that time. It didn’t live or rest in the classic beauty imagery or language that was current etc. It was bold, it was tongue-in-cheek, it used a dry wit that spoke to our desired audience. Because we didn't have a big budget for splashy ad campaigns or strong visuals, we relied heavily on savvy copy and eye catching graphics.

On Fatherhood & Watching Your Daughters Lead

5. As our father, what has it meant to watch us grow not just personally, but as businesswomen and creatives?

It's meant everything. As a dad, it’s like watering your favorite garden seeds to seeing them grow. You offer all of yourself, you hope it sinks in and then... voila!

6. Is there a moment in the past 20 years that made you especially proud as a father?

Yes, a seminal moment, getting up on stage along with Celene, at the prestigious Cannes Advertising Festival, picking up the first ever Gold Lion award for Best Design/Branding - a proud family moment shared with all.

7. What values do you think carried from your parenting into the foundation of Gee Beauty?

Desire, commitment, fearlessness, grounded in knowing your stuff.

Being confident - because you know what you’re doing. Not faking it.

On Mindset, Milestones & What’s Ahead

8. Has fatherhood changed your perspective on beauty, confidence, or self-expression in any way?

The passage of time in fatherhood, from birth of your children to their growth. It always shows you that time is your friend not your enemy. Lean into it. Embrace the evolution.

9. 20 years in, what’s one thing you admire most about what Gee Beauty has become?

Overall, that it’s been a successful path for everyone in the family. Because each one of us brings a unique POV and skillset, I see Miriam’s meticulousness, her mental fortitude, her perseverance, her natural way or working with our clients & suppliers; I see Natalie’s passion and conviction, her sense of style and her management style; Celene’s creative vision remains strong and constant; Stephanie's growth, development and appetite to take on new things. Such a combination rarely exists in the real world.

10. You’ve always been a creative thinker — what excites you about the next chapter for Gee Beauty?

Helping to create the next 20 years of the brand. We have very exciting plans for the future.

12. What advice would you give to other fathers raising daughters who are passionate, creative, and entrepreneurial?

Tell them never be afraid. Give of yourself freely, and course-correct as nature takes its rightful path. There is no wrong answer.

13. What does legacy mean to you now — both as a father and as someone who helped build something lasting with your family?

In my career as an 'ad man', I built brands for other companies. You were always the creative, never the owner.

Building your own brand, working on the direction and execution for yourself and your family - seeing the results for your family and for the brand. They become intertwined and create an unbreakable bond. I couldn’t be prouder of all that we have accomplished to date and we’re only just started!

Alan On Style

Some of my favorite things:

• BEST SCENT: Other than Le Labo from 6 By Gee, I’ve always loved the classic fragrance of Acqua di  Parma. 

• BEST ACCESSORY: A good baseball cap is really hard to find and well worth paying for. In winter, it's the Loro Piana cashmere cap with their storm system waterproofing. (Loved it way before it was popularized in Succession). In Summer,  I loved the cotton one I bought at the Marbella Beach Club. Perfect fit.

• BEST BREAKFAST: breakfast recently has been a good protein smoothie with Greek yoghurt, banana, chocolate protein powder, hemp seeds, walnuts & milk.

• BEST TIMEPIECE: Fav current watch is the Bulgari Octo with the blue dial and unique interchangeable rubber & steel straps.

• BEST MOVEMENT: I always walk to and from our offices,  with my Brunello Cucinelli tote. Perfect for my laptop or iPad and even my lunch and notebooks etc. 

• BEST FOOTWEAR: For comfort on my walk, it's the New Balance 327’s or my Maison Margiela Replica sneakers.