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United Kingdom Jess Hunt transitioned from a successful model and content creator to co-founder of the global beauty brand REFY.
Co-founder of REFY Beauty, an influencer-founded beauty brand, launched in 2020. The brand focuses on simplifying beauty and has expanded to a 40-product line-up, achieving a £100M valuation in four years. REFY also engages its community through initiatives like a community trip for fans.
Partnership for the launch of REFY Lip Stick, showcased through a campaign across London. This collaboration marked a significant retail presence for REFY's lip product line.
REFY Beauty appointed Vagabond, a Manchester-based agency, as its PPC partner. This partnership supports REFY's global expansion plans across its product and brand portfolio.
REFY was selected as the inaugural partner for Selfridges' new experimental beauty destination. This collaboration signifies a strategic retail partnership for the London-born, female-led beauty brand.
Jess Hunt’s entry into the beauty industry began with an early fascination for makeup, inspired by her grandmother’s routine. Initially a hobby, her interest in makeup evolved alongside her career as a model and content creator. This background provided her with insight into direct engagement with beauty products and understanding consumer preferences. After connecting with Jenna Meek on a photoshoot, the concept for a unique brow product emerged from a discussion about Hunt’s personal brow routine. This conversation served as a foundational moment, leading to the co-founding of REFY Beauty.
In 2020, Hunt co-founded REFY Beauty with Jenna Meek, launching the brand with Brow Sculpt, a product that streamlined brow styling. The development process for Brow Sculpt took two years, involving work with laboratories globally, including those in China, Korea, and Europe, each specializing in different aspects of product formulation. This detailed approach highlighted a commitment to specific product development rather than reliance on existing formulations. Building on the initial success of Brow Sculpt, REFY expanded its product line to include over 40 items, encompassing makeup tools, accessories, and a variety of cosmetics. The brand cultivates a strong community focus, exemplified by initiatives like community trips where fans are engaged directly in brand activities and feedback. This strategy has been integral to REFY’s growth and sustained presence in the competitive beauty market.
REFY Beauty’s marketing strategy heavily utilizes social media, with Hunt leveraging her background as an influencer to build relationships within the industry. The brand emphasizes authentic product demonstration on platforms like TikTok, showcasing real-time application and results. This approach has led to viral successes, such as a TikTok video featuring REFY mascara that garnered 53 million views, significantly boosting brand visibility. The brand’s philosophy, encapsulated by the mission to “simplify beauty,” guides its product development and marketing efforts. Recent launches, like the Blur Liner, reflect this ethos by offering easy-to-use products designed for broad accessibility. Hunt’s leadership at REFY demonstrates a progression from a content creator to a key figure in the beauty industry, focusing on innovation and community engagement.
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