MII COSMETICS: Aspirational beauty

We talk to the founder of Mii Cosmetics, Susan Gerrard, about her passion for the brand and how it has been pushing the boundaries since 2011

Mii is an internationally renowned, premium name in makeup with a reputation for quality and excellence in the spa market. The brand is available in more than 1,800 UK spas and salons, including Hoar Cross Hall, Eden Hall, Ribby Hall, Stobo Castle, Carden Park, South Lodge and The Dorchester. Its global reach extends to 25 countries.

Boasting a range of advanced formulas and skin-friendly technology, its award-winning products are developed for and inspired by spas, salons and beauty fans.

Founder Susan Gerrard, an industry icon who has delivered beauty innovations for more than 30 years, worked with experts, makeup artists and leading cosmetologists to develop the range. We ask her how Mii’s makeup line, Mii Manicure + Pedicure, Kissed by Mii tanning and Brow by Mii have become essential spa brands.

Susan Gerrard, founder, Mii Cosmetics

What does the Mii range include?

Mii offers a full makeup line including brows and tanning as well as manicure and pedicure, all developed for spas, salons and beauty lovers. There are over 115 products enriched with skin-loving ingredients, more than 140 shades of Statement Gels with matching shades in Colour Confidence Nail Polish (14ml and 9ml), plus a full offering of tools and accessories.

What makes Mii great for spas?

Our experience of over 30 years in working with spas has ensured that we know what will make a successful addition to the spa treatment menu and retail offering. We have a wide range of products to cater to all clients, with skin-loving formulas that work to support skin health. The gorgeous packaging design will complement the spa décor.

Most spas have many beauty therapists and our experienced team at the Habia-endorsed Susan Gerrard Beauty Academy are very well equipped to train each and every one of them either virtually or face to face.

What kind of support do you offer your spa business partners?

My industry-acclaimed team of area managers support our spa partners with education as well as many ideas, hints and tips for growing their business. I feel that Mii’s success continues to be down to how well we feel connected to our spas, salons, therapists and technicians.

What training innovations have you recently introduced?

Our experienced team are well equipped to train therapists, either virtually or face-to-face, through the Susan Gerrard Beauty Academy, now in its fifth year.

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 educate a pipeline of talent to satisfy recruitment gaps in the market.

What does the future hold for the brand and its clients?

We will continue to nurture and grow the wonderful relationships we have built. We’ll carry on delivering the newest techniques and formulations available in order to benefit spas, their clients and their business. We’ll also continue to give back, supporting charities like Refuge, Beauty Banks and Future Dreams. We plan to introduce Mii to new markets in order to continue to grow our international family.

Perfect for the spa

Mary-Tabitha Wilkin, director of Kindred Beauty, Australia, describes what she believes Mii brings to the spa beauty market

• Quality and variety: the range that Mii offers, paired with its skincare benefits, make it a standout brand in the professional market.

• Creating confidence: therapists and makeup artists know that they can confidently recommend the right products and that their clients will love them.

• Sales excellence: Mii’s merchandising solutions are a perfect fit, offering great flexibility and style.

• Ideal business partner: the team listens to the unique needs of our market and works with us to support local initiatives, while giving us the flexibility to operate our business independently.

• Greatest success: the feedback we get (both directly from our clients and from stockists) about how easy the products are to use and how they help women fall in love with makeup again is so rewarding.

BE INSPIRED...

If you are interested in distributing Mii, or wish to become a UK stockist, please contact info@gerrardinternational.com | www.gerrardinternational.com