REFY

Name: REFY
Brand: UK
Availability: OutOfStock

Since 2020 : Redefining Beauty with Simplicity and Impact

REFY was founded in 2020 in the UK by beauty influencer Jess Hunt and entrepreneur Jenna Meek, who previously launched the creative beauty brand Shrine. The spark came during a photoshoot when Jess was layering multiple gels and brushes to create her signature full brow. Jenna questioned why so many products were needed for one look, inspiring the pair to create a streamlined solution. After months of product development, they launched Brow Sculpt, the brand’s flagship product, which quickly went viral and secured a placement at Sephora by 2021. From the outset, their mission was clear: simplify beauty, delivering multifunctional products that achieve polished results with less effort.

about Refy

REFY positions itself as a modern essentials brand that blends skincare and makeup in a clean, ethical, and functional format. It resonates with younger beauty consumers who value authenticity, inclusivity, and ease of use. The brand’s aesthetic is clean and modern, yet approachable, with sleek packaging and messaging that focus on self-embrace and minimal fuss. Their target audience spans those who want polished looks without complexity and those who follow beauty creators, with Jess Hunt’s original community forming the foundation of its loyal base.

Products

REFY’s range has expanded from brows to a full makeup and skincare hybrid ecosystem.

Brow Sculpt is the cult-favorite first launch, combining sculpting gel, setting hold, and a dual-ended brush and comb applicator in one tool.

Skincare-hybrids include Face Sculpt, a hydrating and lifting moisturizer with humectants and shea butter, and Face Cleanse, a gentle hybrid makeup remover and cleanser.

Complexion and finishing products include Skin Finish Water-Based Loose Powder, which delivers a blurring, cooling effect, and Glow & Sculpt Face Primer with niacinamide, vitamin E, and glycerin to smooth, brighten, and hold makeup for up to eight hours.

Lip and eye color spans Lip Sculpt, Lip Liner, Lip Gloss, Gloss Highlighter, and multipurpose cheek and face tints, all designed to layer seamlessly.

Formulations are vegan, cruelty-free, and often fragrance-free, as well as free from parabens, sulfates, silicones, and harsh alcohols. REFY is renowned for its innovative textures and applicators, featuring double-ended brushes, water-based powders, and multi-use cooling formulas.

why refy

REFY’s philosophy centers on simplicity, inclusivity, and performance. The brand strives to simplify beauty routines while delivering professional-level results. Products are made to work across multiple skin tones and types, often using universal or translucent shades.

Ingredient transparency and clean, ethical standards are fundamental. All products are cruelty-free and vegan. With Jess Hunt’s creator background, REFY has strong roots in community engagement and authentic storytelling, building each launch around feedback from real users. Despite the minimalist ethos, the focus on high performance and sensorial textures ensures the products never compromise on results.

where to find

REFY’s rise has been rapid and culturally impactful. By 2021, it had entered Sephora and now appears in over 700 Sephora stores across the U.S., as well as Selfridges locations in the UK, including London, Manchester, Birmingham, and the Trafford Centre. The brand has expanded from brow products to a comprehensive range of skincare and complexion-hybrid products, introducing moisturizers, primers, and water-based powders.