Toronto-based GEE Beauty has officially launched at Holt Renfrew’s Bloor Street flagship store, marking a significant retail expansion for the beloved Canadian, female-founded brand. The announcement comes as GEE Beauty celebrates its 20th anniversary—a milestone punctuated by this strategic partnership with Canada’s top luxury retailer.
The brand’s sleek and curated cosmetics display is now located on the main floor of the iconic Holt Renfrew store, just across from Gucci and beside Bobbi Brown—placing it at the heart of luxury beauty retail in Toronto.
“This really is a full-circle moment,” said co-founder Celene Gee in an interview with Retail Insider. “We grew up going to Holt Renfrew. Our mom would take us there in strollers. It’s always been an aspirational place, so to now be featured on their main floor is such an exciting homecoming.”
GEE Beauty’s 20-Year Journey: From Toronto Studio to Global Recognition
Founded in 2005 by Miriam Gee and her daughters Natalie, Celene, and Stephanie Gee, GEE Beauty began as a family-run beauty studio in Toronto’s Summerhill neighbourhood. Today, it’s a multi-location, multi-generational brand with an international following and a growing retail footprint.
With flagship studios in Toronto and Miami, GEE Beauty offers brow, lash, and skincare services alongside a curated selection of global beauty brands. Over the past two decades, the company has expanded its influence through the development of its own line of high-performance skincare and makeup essentials.
“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.”
Launching at Holt Renfrew: A Strategic and Emotional Fit
For the Gee family, the decision to partner with Holt Renfrew was not just a business move—it was deeply personal.
“We’ve always seen a natural alignment between our brand and Holts,” explained Celene. “There’s a shared value in service, luxury, and community. As Canadian founders, we felt strongly that Holt Renfrew was the right partner to celebrate our 20th year.”
According to the founders, early conversations with the Holt Renfrew beauty team began more than two years ago, with the partnership materializing fully over the past eight months. Spring 2025 was chosen for the official launch to align with the brand’s anniversary and to maximize seasonal traffic.
“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 an edited collection of the brand’s best-selling products, with an emphasis on its award-winning Prime Skin tint. Described as a hybrid between a skin tint and a foundation, Prime Skin offers hydration, blurring, and a natural finish that adapts to individual skin tones.
“Our Prime Skin product is our hero—it’s lightweight, flexible, and designed for real life,” said Celene. “It’s like a ‘no-foundation’ foundation that still gives you coverage and glow.”
Also available are GEE Beauty’s dual-ended brushes, colour sticks for contour and blush, vegan mascara, eyeliners, lipsticks, and glosses—all cruelty-free and paraben-free.
“We designed this line for the modern, on-the-go woman,” Stephanie added. “It’s performance-driven, but also feels effortless.”
The launch also includes personalized service: clients can receive shade matching and on-the-spot applications from trained sales associates stationed at the GEE Beauty counter.
Prime Floor Placement Reflects Brand’s Rising Influence
Unlike many beauty brands situated in Holt Renfrew’s concourse-level beauty hall, GEE Beauty is located on the main floor—a placement that underscores the retailer’s confidence in the brand’s market appeal.
“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. That’s where our customer shops.”
The prominent location is also symbolic of Holt Renfrew’s growing focus on Canadian and independent beauty labels.
“There’s definitely a movement happening,” said Stephanie. “Holts is supporting more Canadian-founded and women-led brands. It’s exciting to be part of that shift.”
A Broader Retail Strategy Rooted in Community
In addition to its Toronto studio and its growing e-commerce platform, GEE Beauty has expanded its retail presence with U.S. partners Neiman Marcus and Nordstrom. The brand is now in more than 10 Neiman Marcus locations across the U.S. and available online through Nordstrom.
“We’ve learned a lot from those partnerships,” said Celene. “We realized that our client appreciates luxury beauty, exceptional service, and a department store experience. That insight helped shape our approach with Holt Renfrew.”
While the Bloor Street store is the first Canadian department store presence for GEE Beauty, discussions are ongoing about expanding to other Holt Renfrew locations.
“We go where our clients are,” Celene explained. “We look at their lifestyle—where they shop, work out, meet friends. Our retail decisions are guided by their habits, not just sales projections.”
A Brand Defined by Loyalty and Family
As a business built by four women of the same family, GEE Beauty has maintained a deeply personal connection with its clientele. Each co-founder plays a role in the day-to-day business, from product development to studio operations to content creation.
“Our community is everything,” said Stephanie. “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.”
That community support was on full display at the Holt Renfrew launch, where long-time GEE Beauty fans came to celebrate and shop.
“It was emotional,” added Celene. “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
With a growing North American presence, GEE Beauty is poised for continued growth. But the founders insist they will remain true to the brand’s mission of simplicity, education, and care.
“We’re excited about what’s ahead, but we’re not rushing,” said Stephanie. “We grow where it makes sense. We listen to our clients. We stay focused on delivering exceptional beauty experiences.”
As GEE Beauty celebrates two decades in business, its expansion into Holt Renfrew signals both a milestone and a new beginning.
“Being at Holts is a proud Canadian moment,” said Celene. “It feels like home. And it’s only the beginning of the next chapter.”
