Forget downsizing: The women behind Gee Beauty have expanded their business, in a downward direction.

By Stephanie Wright

The mavens of everything face – facials, brows and makeup – have recently introduced Down Below. Literally located underneath their original spot at Roxborough and Yonge, the new expansion is for, as Gee’s promotional material puts it, “your southern hemisphere” in an “admittedly shallow” space that’s surprisingly luxe for an underground nail bar.

The Gees are Miriam, Natalie, Celine and Stephanie; Miriam, the “mother” of Gee Beauty, is a veteran of the industry who worked for over two decades as beauty editor for several fashion magazines. It was her expertise and dream of her own beauty spot that started the enterprise, her daughters got involved and together they’ve redefined traditional grooming for their busy clients by increasing visits to the salon but keeping them short and sweet, they’ll even meet clients outside their regular operating hours.

Celene, Stephanie, Miriam and Natalie (L-R)

The Material Girl

Several awards, including a Cassie and a gold at the Cannes Lions International Advertising Festival, have been awarded to Gee for its cheeky expression of modern skin and body care — including the use of the elaborate black and white graphic design that defines Gee’s brand identity to illustrate certain waxing treatments, like the Steve Jobs (aka “iwax”) and the Material Girl.

For a bride, the chic, fun spot is a one stop destination for everything from skin care – check out their Bumps B Gone to nix those pesky red bumps on the back of your arms to custom tanning with the Coco treatment – as well as their expert makeup advice, application and products.

Go alone, take your man or treat your girls, Gee is a full body shop.