🟣 Issue No. 41: How REFY Turned Brow Sculpting into a £100M Global Empire

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$100M BRAND STORY

🇬🇧 REFY

Let’s talk about REFY,—one of the most exciting British beauty brands out there right now.

In just four years, Jess Hunt and Jenna Meek have taken what started as a side project and turned it into a £100M global brand—all without a single penny of outside investment.

REFY isn’t just another beauty brand; it’s a masterclass in how to scale a business through smart product development, community-driven marketing, and a ridiculously strong brand identity. The numbers back it up:

• Projected £100M in sales from September 2024 to August 2025—a 60% year-over-year jump.

• 50% of sales come from the US, proving REFY is playing on a global level.

• DTC vs. wholesale split? Nearly 50/50, meaning the brand has cracked both direct sales and major retail partnerships like Sephora and Selfridges.

With REFY now expanding into skincare, this UK-born brand is showing no signs of slowing down. Here’s how they pulled it off.

Are They Funded or Bootstrapped?

Unlike most beauty startups that take on investors early, REFY was entirely self-funded by Jess and Jenna.

• Jess Hunt, an influencer and model, reinvested savings from her social media career.

• Jenna Meek, founder of the beauty brand Shrine, brought both capital and industry expertise.

They bet big on product development, sinking their own money into custom molds and unique formulations—a huge upfront cost most startups avoid. The gamble? 100% worth it.

• REFY launched in November 2020 with Brow Sculpt, and within six weeks, it completely sold out.

• Over 4,500 5-star reviews flooded in, solidifying REFY as the brand to watch in beauty.

From day one, REFY didn’t just sell a product—it solved a problem that no one else had figured out.

Their Origin Story

The best product ideas come from pain points, and REFY’s no different.
Jess Hunt was known for her signature fluffy brows, but her routine?
A three-step process with multiple gels and brushes.

During a shoot, Jenna Meek took one look and said:

Boom. The idea for Brow Sculpt was born.

The two sketched the product on an iPhone and got to work. Nearly two years and hundreds of samples later, REFY nailed it—a dual-ended brow sculpting product with a custom brush and long-lasting formula.

The timing couldn’t have been better. The pandemic had just hit, and people were looking for simpler, easy-to-use beauty products. REFY’s first product was an instant sellout.

Core Customer Base: The Modern Minimalist Beauty Lover

REFY isn’t for the full-glam, 30-step routine crowd. Their customers want:

• Effortless, natural makeup that enhances, not hides.

• Multi-purpose products that simplify their beauty routine.

• Trendy, aesthetic packaging that fits the clean girl vibe on TikTok.

• Influencer recommendations they can trust—REFY thrives on peer-to-peer marketing.

This is why Gen Z and Millennials are obsessed. They want products that work, without the fluff—and REFY delivers.

How Did They Grow So Sustainably? (and without Investors)

1. Social-First Marketing

REFY isn’t just selling products—they’re selling a lifestyle.

• Campaigns shot in Santorini and Ibiza make the products feel aspirational but attainable.

• UGC-driven content means the brand is always featuring real customers, not just influencers.

• Jess’s personal brand gave REFY an instant trust factor—her audience already loved her aesthetic.

2. Community-Led Product Development

Most brands develop products in boardrooms—REFY builds them with their customers.

• The Face Collection (cream bronzers, blushes, and highlighters) was created based on direct community feedback.

• Constant email surveys, focus groups, and social listening keep REFY in tune with what customers actually want.

3. Product Innovation Over Saturation

REFY doesn’t just churn out new products for the sake of it.

• Custom molds, unique formulas, and problem-solving design give REFY an edge over mass-market brands.

• Each product launch is highly considered—making every drop feel like an event.

4. DTC Before Retail Expansion

Most brands rush into wholesale—REFY built a cult following DTC first, then expanded into Sephora and Selfridges.

• Launched in 300 Sephora stores, then expanded to 600+ locations across North America.

• Maintains a 45/55 revenue split between DTC and wholesale, keeping them balanced and independent.

Key Milestones

• 2018: Jess and Jenna sketch the first concept for the Brow Sculpt.

• November 2020 – REFY launches with Brow Sculpt, selling out in six weeks.

• June 2021 – REFY enters Sephora, initially in 300 stores, later expanding to 600 locations.

• 2021–2022 – Launches the Face Collection (cream bronzers, blushes, and highlighters).

• 2023 – REFY turns three years old, with Brow Sculpt still the best-selling product.

• 2024 – Expands into skincare, introducing Face Cleanse and Face Sculpt, featuring a patented lifting ingredient developed in South Korea.

Their Influencer Marketing Mix

REFY’s success isn’t just about influencer marketing—it’s about strategic partnerships and community-driven advocacy.

• Micro + macro influencer mix keeps the brand authentic while reaching scale.

• Celebrity fans like Hailey Bieber and Kendall Jenner reinforce REFY’s high-end appeal.

• The 1,000-person Concealer Campaign featured real customers, proving REFY’s commitment to inclusivity and authenticity.

Their Marketing X-Factor

REFY doesn’t just launch products—they build hype through storytelling.

• Pre-launch content (tutorials, behind-the-scenes) gets customers excited before the drop.

• Aesthetic, editorial-style visuals make the products feel premium.

• Every launch has a narrative—it’s never just “here’s a new product,” it’s “here’s how this will change your beauty routine.”

Jess Hunt summed it up best:

Takeaways for Wellness Brand Operators

1. Build a Brand That Feels Like a Movement

REFY doesn’t sell products—they sell a vision of effortless beauty.

2. Community = Your Best Growth Hack

Listening to customers before launch creates raving fans post-launch.

3. Content Is the Brand

REFY’s marketing doesn’t feel like ads—it feels like editorial inspiration.

4. Product Differentiation > More SKUs

More isn’t better—better is better. REFY’s limited launches keep demand sky-high.

Final Thoughts

REFY has proven that you don’t need investors—you just need a damn good product, a smart brand, and a loyal community.

Until next time,
KC

P.S. Thinking about implementing some of these strategies in your own brand?
Let’s talk.

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On the Pod 🎧

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