Overview
Co-founder Jenna Meek noticed Jess Hunt's brow routine was complicated and time-consuming (10+ steps, multiple gels, waxes and brushes); they simplified it into a 3-step routine and launched with Brow Sculpt as the first product, which sold out in under 6 weeks with a waiting list of over 100,000.
History
Brand launched during lockdown (November 2020) with Brow Sculpt; first stock sold out in under 6 weeks with a waiting list of 100,000+↗
Picked up by Sephora ~7 months after launch; stocked across US and Canada↗
London pop-up on Bruton Street, Mayfair↗
Expanded beyond brows into lip (Lip Sculpt), face primers, bronzers and complexion; #REFYLipLiner reached 8 million views↗
Signature products
Brow Sculpt (wax-gel hybrid, 12-hour hold)↗
Lip Sculpt Lip Liner and Setter (achieved 8 million views on #REFYLipLiner)↗
Blur Liner (hydrating matte lip liner, new shade "Clay")↗
Lash Sculpt (12-hour mascara)↗
Glow and Sculpt Face Serum Primer (includes built-in roller applicator)↗
Ingredients & philosophy
REFY's philosophy is to simplify beauty: multi-functional, high-performance products that streamline routines without compromising results, inspiring the wearer to feel their most confident self.
Sources
T1 primary · T2 secondary · T3 note- [1]T1refybeauty.comhomepage
- [2]T1refybeauty.com/pages/the-refy-storyabout
- [3]T2refybeauty.com/pages/leaping-bunnysustainability
- [4]T2refybeauty.com/pages/refy-worldother
- [5]T3bustle.com/beauty/refy-beauty-jess-hunt-interviewexternal_other
- [6]T3graziamagazine.com/articles/refy-brows-review/external_other
- [7]T3purewow.com/beauty/refy-reviewexternal_other
- [8]T3cosmeticsbusiness.com/social-media-sensation-jess-hunt-s-refy-pops-up-in-london-180313external_other
- [9]T4spacenk.com/uk/brands/r/refyexternal_other