Mii

Mii is a British cosmetics brand offering makeup, nail care, skincare and self-tanning products. It was founded in 2011 by Susan Gerrard and is owned by Gerrard International, the family-run UK distribution company she built [2][1]. The brand sells directly online and through professional channels, and remains active, with editorial and award activity recorded into 2026.

Mii positions itself toward professional beauty, supplying spas and salons alongside its consumer range. Its products and treatments are concentrated in the United Kingdom, where the company reports availability in well over a thousand spas and salons.

Mii grew out of Susan Gerrard's long career in the British nail industry. Before launching her own label, she imported the Jessica nail brand into the UK through her distribution company, the Natural Nail Company, later renamed Gerrard International. Having worked for years as a manicurist, she decided to start her own line so she could control the products directly. "I decided to found my own make-up and nail brand, because I felt then I was master of my own destiny, and I could deliver what I really knew clients wanted," she told OK! Beauty Box [4].

According to interviews on the Gerrard International site, the brand took roughly seven years of research and testing before it launched [5]. Gerrard runs the company as a family business: her husband Ian serves as financial director, and their children hold senior roles across management, communications and international sales. She has also spoken about being diagnosed with breast cancer in the early years of building the company.

Mii has extended its range in stages since launch. The makeup and at-home essentials line arrived first in 2011. A self-tanning range, Kissed by Mii, followed in 2013, and a brow line, Brow by Mii, in 2015. In 2021 the company added Mani + Pedi by Mii, a professional nail-treatment range described by its founder as drawing on her decades in the nail trade [2]. According to Scratch Magazine, the Mani + Pedi line launched as a vegan and cruelty-free range and grew quickly, reaching more than 800 salons and spas and distribution across three countries within its first year [6].

Mii is owned by Gerrard International, the UK company that created the brand at its head office [1]. Gerrard International began as the Natural Nail Company, the distribution business through which Susan Gerrard introduced Jessica nail products to the British market. Jessica therefore sits alongside Mii in the company's portfolio.

Brand and parent are sometimes described with a longer heritage than Mii itself carries. Marketing materials refer to a "30-year history of collaborating with spas and salons" [7], and the parent's pages note Susan Gerrard's "40+ years in the industry." These figures describe the founder and Gerrard International's wider professional-beauty background rather than the Mii label, which the company's own timeline dates to 2011 [2].

Mii presents itself around the idea of "real beauty." Its stated mission is "to empower you to champion your real beauty, inspiring confidence that radiates from within," and the company says it aims to celebrate what makes each person distinctive rather than change how they look. The brand frames its approach as pairing "nature and science working in harmony," describing its ingredients as chosen for skin-benefiting properties and backed by research. Its tagline is "Reveal Your Inner Mii."

The company positions Mii as a premium, professional brand. It runs Mii PRO, a free members' programme offering working makeup artists and beauty students discounts on its products in exchange for verified credentials, and it maintains separate professional and retail ranges. Trade enquiries for spas, salons and therapists route through the parent company, Gerrard International.

Mii's catalogue spans face, eye, lip and mineral makeup, nail polish and care, skincare and self-tan. Among the products it highlights are the Feature Length Lash Lover Mascara, which its founder has called the brand's best-selling mascara [4], the HydraBoost Lip Lover Lipstick and the Cheek Veil Liquid Blush. On the nail side, the Nourish + Nurture Cuticle Oil and Shine + Shield top coat appear among its noted sellers.

The company points to a set of "most-loved" ingredients including hyaluronic acid, vitamin C, niacinamide and glycolic acid, alongside others such as bakuchiol, ceramides and caffeine. It also describes an approach to formulation built on exclusions: beyond the ingredients barred by cosmetics regulations, Mii says it keeps "an extensive blacklist" and always formulates without gluten derivatives, parabens, lanolin, triclosan and formaldehyde. The Mani + Pedi range is stated to be vegan and cruelty-free.

Mii's Cheek Veil Liquid Blush carries a Universal Beauty Awards Silver 2026 mark [8]. The brand has been featured in Grazia, and OK! Beauty Box included its Lash Lover Mascara in a Female Founders selection alongside a 2023 interview with Susan Gerrard. In early 2026 the company provided backstage makeup for the Paul Costelloe show during London Fashion Week.

Mii is an active brand. It operates a UK e-commerce site and showed editorial activity into 2026, including the London Fashion Week makeup credit and the 2026 award badge [8]. Its distribution is concentrated in the United Kingdom. Sources give differing figures for its salon footprint: the brand's own site states availability in "more than 1,500 spas and salons across the UK" [7], while Gerrard International has cited roughly 1,800, and Scratch Magazine reported the Mani + Pedi line specifically in more than 800 salons across three countries [6]. The differences reflect varying dates and whether the count covers the whole brand or only the nail line.