Jess Hunt

Jess Hunt’s profound insight into consumer preferences, honed during her career as a successful model and content creator, culminated in the co-founding of the global beauty brand REFY in 2020. After connecting with Jenna Meek on a photoshoot and discussing Hunt’s personal brow routine, the concept for a unique brow product emerged, serving as the foundational moment for the brand. REFY launched with its flagship product, Brow Sculpt, which streamlined brow styling. The development process for Brow Sculpt spanned two years, involving collaboration with specialized laboratories across China, Korea, and Europe to ensure unique formulation.

This commitment to distinct product development, rather than reliance on existing formulations, established REFY’s innovative approach from the outset. Building on the initial success of Brow Sculpt, REFY rapidly expanded its product line to include over 40 items within four years of its launch, encompassing makeup tools, accessories, and a diverse range of cosmetics. This rapid growth led to REFY achieving a remarkable valuation of £100 million within the same four-year period. The brand strategically cultivates a strong community focus, exemplified by initiatives such as community trips where fans are directly engaged in brand activities and provide crucial feedback, fostering a loyal and active customer base integral to REFY’s sustained presence in the competitive beauty market.

In 2024, REFY solidified its position as an industry leader by being tapped as Selfridges’ inaugural partner for their new beauty destination, a significant milestone underscoring the brand’s innovation and market impact. Hunt’s leadership continues to drive REFY’s growth, showcasing a clear progression from a content creator to a pivotal figure in the global beauty industry, consistently focusing on pioneering product development and fostering strong community engagement.