From Mii to you

Susan Gerrard, beauty entrepreneur and chairman of Gerrard International, discusses the continued success of Mii Cosmetics

Susan Gerrard, 77, loves everything that there is about beauty. Having dedicated over 32 years to the professional beauty industry, she now has a well-stocked “cosmetic bag” bursting with award-winning beauty brands and an esteemed lifetime achievement award.

Having initially helped women to achieve naturally beautiful nails with the launch of Jessica in 1992, Gerrard wanted to give women a make-up range that would take the guesswork out of enhancing their natural beauty.

So, in 2011 she went on to develop her own cosmetics brand – Mii, a concise make-up line including brows and tanning for spas and salons. In 2021, Mii followed with the launch of Manicure and Pedicure.

“I saw the potential to create an affordable make-up range with customer solutions at heart,” says Gerrard. “Mii’s mission has continued to instil confidence in everyone to know that each make-up decision will be the right one for them.” Mii’s award-winning ranges are now available in over 1,500 UK spas and salons and have spread their wings to reach beauty lovers across 25 countries.

What makes Mii a great brand for the spa market and what is the secret to its success?

“Our experience of over 30 years in partnering salons and spas has educated us as to what would make a successful addition to a treatment menu or retail offering.

“Our Mii Stand Out Manicure and Pedicure brand has become the ‘go to’ brand in the beauty industry, with its efficacious prescriptive treatments, and our much-loved Statement Gels, and matching polishes, which are available in over 140 shades, and support the natural nail.

“Within our make-up range, skin-loving ingredients work to support skin health, whilst the amazing selection of shades across each product offers something for each client,” says Gerrard.

“I feel that Mii’s success continues to be down to how we connect with our spas, salons, therapists, and technicians. We support all our partners through a focus on education and customer care, combining ideas, hints and tips for growing their business.

“Another secret to our success is family, which has always been at the core of our company, together with our wonderful team. My husband Ian is the financial director, my daughter Lisa is the managing director, daughter Danielle is the international sales manager and son Paul directs our marketing communications team.

“In addition, my team of area managers, who support all our spas and salons, have been with us for many years, led by our sales director Mandy Cook, who is celebrating 30 years with the company this year.”

How important is training and education to your business?

“Through all that we do, our focus remains firmly on the beauty professional’s growth for the success of their businesses. An unwavering emphasis on education has helped to ensure that our industry upholds and exceeds standards of excellence. Our experienced team is well-equipped to train therapists, either virtually or face-toface, through the Susan Gerrard Beauty Academy, now in its fifth year.

“We also believe in breaking down the barriers to accessing beauty treatments. For the past three years we have worked alongside Michelle Hammond at tpot (The Power of Touch) to develop an expert course teaching beauty professionals to perform manicure and pedicure treatments on clients living with or beyond cancer. “We also understand that recruiting and training the right people can be tricky, so we’ve recently partnered with Armonia Training Academy, to help train a pipeline of talent targeted at satisfying recruitment gaps in the market.”

What are your proudest moments?

“Mii’s journey has held many highlights and proud moments but the brightest so far is shaping our own natural nail care range with matching gels. So many spas and salons have embraced Mii and have written us the most amazing testimonials.

“The newest addition to our Mii family is the Spa at The Dorchester, Park Lane, London, and we are extremely proud to be their brand of choice.”

“A big POSITIVE for us is the HUGE VARIETY OF COLOURS and the LUXURIOUS feel of the manicure and pedicure products – WE WOULD HIGHLY RECOMMEND MII„

What does the future hold?

“We will continue doing what we’ve been doing for the past 32 years. We’ll continue to evolve with industry needs and take advantage of the newest technologies and formulations available to introduce new products which will benefit the professional, their business and their client too.”

What is your mantra for life?

“It’s never too late to learn something new. You can never stop learning and seven years ago, I decided to learn to play the piano. I couldn’t read a note but after many lessons I learned to read music and play the tunes I love. When I sit at the piano it’s all I focus on, and this helps my wellbeing.”

If you are interested in distributing Mii or wish to become a UK stockist offering Mii in your spa or salon, please contact info@gerrardinternational.com. For all training opportunities please contact academy@gerrardinternational.com