GEE Beauty Celebrates 20 Years with Launch at Holt Renfrew's Bloor Street Flagship

Table of Contents

1. Key Highlights
2. Introduction
3. GEE Beauty’s 20-Year Journey: From Toronto Studio to Global Recognition
4. Launching at Holt Renfrew: A Strategic and Emotional Fit
5. What’s Available at Holt Renfrew
6. Prime Floor Placement Reflects Brand’s Rising Influence
7. A Brand Defined by Loyalty and Family
8. Looking Ahead: Staying True to Roots While Expanding
9. FAQ

Key Highlights

• Anniversary Launch: GEE Beauty, a Toronto-based brand, celebrates its 20th anniversary with a new partnership at Holt Renfrew, a premier Canadian luxury retailer.
• Strategic Location: The brand's display is prominently featured on the main floor of Holt Renfrew, enhancing visibility and accessibility to a broader audience.
• Community Roots: Founded by the Gee family, the brand emphasizes a personal connection with customers and a commitment to quality and service.

Introduction

In the world of beauty, few brands have managed to not only thrive but also evolve alongside their customers. GEE Beauty, a Canadian brand founded by the Gee family, is one such success story. Launched in 2005, the brand has grown from a humble beauty studio in Toronto into a recognized name in the global beauty market. As it marks its 20th anniversary, GEE Beauty has made a significant leap by launching at Holt Renfrew's flagship store on Bloor Street, a move that beautifully combines nostalgia and ambition. This partnership is not just a business deal; it symbolizes a full-circle moment for the founders, who grew up admiring the luxury retailer.

GEE Beauty’s 20-Year Journey: From Toronto Studio to Global Recognition

GEE Beauty has come a long way since its inception. Founded by Miriam Gee and her daughters—Natalie, Celene, and Stephanie—GEE Beauty began as a beauty studio in Toronto's Summerhill neighborhood. The founders had a clear vision: to create a space that combined beauty and wellness, making them accessible to everyday life.

Over the years, GEE Beauty has expanded its offerings beyond brow, lash, and skincare services to include a curated line of high-performance beauty products. Their flagship studios are located in Toronto and Miami, and they have built a devoted international following.

“Our goal was always to make beauty and wellness more accessible and easy to integrate into daily life,” said Stephanie Gee. “It’s about real results and helping people feel confident in their routines.”

The brand has carved a niche in the competitive beauty market by focusing on education and customer engagement, ensuring that each product is not only effective but also easy to use.

Launching at Holt Renfrew: A Strategic and Emotional Fit

The decision to partner with Holt Renfrew was both strategic and deeply personal for the Gee family. The luxury department store has long been a staple in Canadian retail, and for the founders, it represents a significant achievement.

According to Celene Gee, “We’ve always seen a natural alignment between our brand and Holts. There’s a shared value in service, luxury, and community.”

The collaboration began over two years ago, with the official launch strategically timed to coincide with their anniversary in Spring 2025. This timing maximizes seasonal traffic and celebrates the brand's legacy.

“We’ve felt so embraced by the team at Holt Renfrew,” said Stephanie. “They’ve been incredibly collaborative, and our clients are over the moon. They love seeing GEE Beauty at Holts—it validates their loyalty and helps us reach new audiences at the same time.”

What’s Available at Holt Renfrew

The GEE Beauty display at Holt Renfrew features a selection of the brand's best-selling products, including the award-winning Prime Skin tint—a hybrid product that combines the qualities of a foundation with skincare benefits.

“Our Prime Skin product is our hero—it’s lightweight, flexible, and designed for real life,” explained Celene. “It’s like a ‘no-foundation’ foundation that still gives you coverage and glow.”

In addition to Prime Skin, customers can explore a variety of products including dual-ended brushes, colour sticks for contouring and blush, vegan mascara, and cruelty-free lipsticks.

The launch also emphasizes personalized customer service, with trained associates available for shade matching and on-the-spot applications, enhancing the in-store experience.

Prime Floor Placement Reflects Brand’s Rising Influence

GEE Beauty's placement on the main floor of Holt Renfrew, rather than in the concourse-level beauty hall, signifies the retailer's confidence in the brand's appeal. This prime location not only increases visibility but also positions GEE Beauty among other luxury brands, reinforcing its status in the beauty industry.

“We’re right across from Gucci,” said Celene. “It’s a high-traffic area, and we’re thrilled with the visibility. Being on the main floor means we’re right in the mix with fashion, fragrance, and accessories.”

This strategic move reflects a broader trend within the retail landscape—an increasing emphasis on Canadian and independent beauty brands, particularly those founded by women.

“There’s definitely a movement happening,” Stephanie noted. “Holts is supporting more Canadian-founded and women-led brands. It’s exciting to be part of that shift.”

A Brand Defined by Loyalty and Family

The essence of GEE Beauty lies in its familial foundation. Each co-founder is actively involved in various aspects of the business, from product development to customer engagement. This hands-on approach fosters a strong emotional connection with clients, who often feel like part of the GEE Beauty family.

“Our community is everything,” Stephanie said. “We’ve always involved our clients in our journey—from launching products to opening stores—and they’ve shown up for us every step of the way.”

The emotional stakes were high during the launch event at Holt Renfrew, where long-time fans gathered to celebrate the brand’s milestone.

“It was emotional,” Celene described. “It felt like our clients were as proud as we were. That’s what makes this brand special—it’s a shared story.”

Looking Ahead: Staying True to Roots While Expanding

As GEE Beauty sets its sights on future growth, the founders remain committed to their core values: simplicity, education, and care. The brand's expansion strategy is guided by customer behaviors and preferences rather than solely financial metrics.

“We’re excited about what’s ahead, but we’re not rushing,” Stephanie explained. “We grow where it makes sense for our clients.”

In addition to its flagship location at Holt Renfrew, GEE Beauty has expanded its retail presence in the U.S. through partnerships with Neiman Marcus and Nordstrom. The brand is now featured in over ten Neiman Marcus locations and is available for online purchase via Nordstrom, demonstrating the brand's increasing footprint in the competitive beauty market.

FAQ

What is GEE Beauty?

GEE Beauty is a Canadian beauty brand founded in 2005 by Miriam Gee and her daughters. The brand offers a range of skincare and makeup products, as well as beauty services, focusing on accessibility and quality.

Where can I find GEE Beauty products?

GEE Beauty products are available at their flagship locations in Toronto and Miami, at Holt Renfrew, and through online retailers like Nordstrom and Neiman Marcus.

What makes GEE Beauty unique?

GEE Beauty is unique for its focus on community involvement, personalized customer service, and a commitment to high-performance, cruelty-free products.

Why did GEE Beauty choose to partner with Holt Renfrew?

The partnership with Holt Renfrew aligns with GEE Beauty's values of luxury and community. It also represents a significant milestone in the brand's growth, offering increased visibility and access to a wider clientele.

What products are featured at Holt Renfrew?

At Holt Renfrew, GEE Beauty offers a curated selection of their best-selling products, including the Prime Skin tint, dual-ended brushes, and various makeup essentials designed for the modern woman.

Through its new partnership with Holt Renfrew, GEE Beauty not only celebrates a remarkable 20-year journey but also sets the stage for a future that honors its roots while embracing the opportunities of a dynamic beauty landscape.