How Natalie Gee Built Miami’s Ultimate Beauty Destination

Photo Credit: Courtesy of Gee Beauty

If you’re familiar with Miami’s beauty and skincare scene, chances are you’ve stepped foot in Miami Beach’s beloved Gee Beauty. Nestled in the heart of Sunset Harbour, Gee Beauty has become the ultimate beauty destination, offering everything from bespoke facials to top-of-the-line makeup and brow services. Haute Living sat down with Natalie Gee, a founder of Gee Beauty, to find out how she built the beauty empire, her plans to continue evolving the brand, and of course, we reveal her Gee Beauty must-have products.

Photo Credit: Courtesy of Gee Beauty

HAUTE LIVING: Can you tell us a bit about how Gee Beauty began? How did you get started in the industry?
NATALIE GEE: We are a female-founded, multi-generational lifestyle-beauty brand founded by mother-daughters Miriam, Natalie, Celene, and Stephanie Gee. We started the company in Toronto in 2005 and expanded to the US, with our first location in Miami in 2011.

We set out to create a modern beauty destination that launched the concept of lifestyle beauty: a neighborhood studio offering time-sensitive and result-driven makeup and skin treatments with multi-brand luxury skincare products that understood that our time is precious. We don’t have unlimited hours to spend — yet we are all looking for results, our best beauty, and optimal wellness. We speak to real women and men — and understand their unique skin, beauty, and lifestyles while creating accessible solutions that target their goals.

With Miriam’s strong background in beauty editorial publications and on-set makeup artistry, the women have a strong love and passion for beauty. The multi-generational approach is truly the cornerstone of the Gee Beauty brand – focusing on building long-term and trusted relationships with our clients and community.

Photo Credit: Courtesy of Gee Beauty

HL: What about Gee Beauty sets it apart from other concepts?
NG: We have a 360-degree approach and offering; this really makes Gee Beauty so unique. From our physical studios in Toronto and Miami to our signature beauty treatments, extensive retail offering of the world’s best beauty brands (both in-studio and online), and our eponymous makeup brand and creative content we produce, we’re always thinking about creating experiences for our clients and community. We aim to inspire, educate, and give you the tools to help achieve the best beauty, self-care, and wellness.

HL: In your own words, how would you describe Gee Beauty?
NG: Gee Beauty is a female-founded, multi-generational lifestyle beauty brand. We create modern beauty experiences with time-sensitive and result-driven treatments and world-renown skincare brands at our studios. Our makeup range offers our signature Gee Beauty glow — highlighting unique natural beauty. 

We’re all about creating unique and special beauty experiences, whether coming into the studio, learning a new makeup technique, helping achieve skin goals, building an effective skincare regimen, sharing our social content, or providing an easy online shopping experience. We want beauty to be fun, educational, inspirational, and, most of all, accessible.

Photo Credit: Courtesy of Gee Beauty

HL: What are your go-to services? 
NG: I always ask myself: If I were a client at Gee, what would I do monthly? Without question, I would maintain brows and lashes with monthly brow and lash tints — nothing frames your face better. I would get monthly facials with our custom Medi Multi Hydrafacial, and every three months, I would have a Meet Gee Beauty session, our signature makeup refresh service. Just as we organize our closets for the new seasons, we also need to do so for makeup looks.

HL: What are your goals for Gee Beauty in the future? How do you plan to evolve the brand?
NG: We’re in an exciting growth phase of our business, creating and evaluating the best ways to grow our service offerings and reach for our makeup brand. We want to build a bigger Gee Beauty community and retail offering — so that more people can experience our brand and embrace the Gee Beauty glow.

Photo Credit: Courtesy of Gee Beauty

HL: If you could only use 1-2 Gee Beauty products for the rest of your life, which would it be and why?
NG: Definitely Prime Skin Tinted Multi-Primer! This product is multi-purpose and multi-functional — it’s lightweight, hydrating, and slightly blurring, making the skin look and feel so gorgeous and luminous. Plus, it has SPF 20 for added protection.

Next would be The Multi-Mascara. It’s an all-in-one lifting, curling, volumizing, lengthening, and defining mascara with a clean formulation and is the go-to for all Gee women. It never flakes or feels hard to the touch, has great lasting effects, and isn’t hard to remove at the end of the day. A Gee staple for sure.