Jess Hunt, Co-founder of REFY has reimagined beauty in a crowded industry and won – we ask her how she did it catapulted their beauty brand through its timeless beauty buys.
Talk to us through your background.
Prior to launching REFY I started my journey off as a full-time personal assistant for the NHS – I loved this job, and it definitely pays homage to how organised I am today. Whilst being at the NHS, I started posting pictures on Instagram of my looks when I went out with my friends at the weekend, all things beauty and fashion. My following began to grow and that was when brands started reaching out to me and offering to work with me on collaborations.
I modelled full-time alongside growing my Instagram presence which gave me so many incredible opportunities to help me develop my understanding of brands. I met my now business partner Jenna Meek on shoot at one of my modelling jobs and after seeing how long my brow routine was, we developed the concept for a product that would simplify while delivering the same high performance results and a couple months later. The idea of REFY became a reality. It has nearly been four years since we launched, and I could not have dreamt up what we have achieved, I love my role as a co-founder and creative director, getting to put the lessons I have learned throughout my career to good practice making REFY the incredible brand it is today along with our fantastic team.
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What inspired you to launch REFY?
Like I mentioned above, I was doing my brows when I first met Jenna on a shoot. At the time, I was using around five different products and two brushes to achieve my desired look – and even after all this it wasn’t keeping my eyebrows in place all day. After speaking with Jenna, we knew this could be simplified and after a couple of emails and calls back and forth REFY was born, the rest is history. Ever since the launch of our Brow Collection in November 2020 our mission has stayed the same, we started by wanting to simplify my routine and that is why our aim with REFY is to simplify beauty.
REFY is known for its infamous Brow Sculpt – tell us more about this award-winning innovation.
The REFY Brow Sculpt has really changed the game for me and so many others when it comes to Brows. It was so hard to perfect and took a long time to get it right but when we did it was like winning the lottery. I remember our Head of Product, sending a video to the lab of PVA glue as this was the best way for us to describe the consistency we wanted. Innovation was at the forefront of Brow Sculpt and really was a world first product and today remains one of our best-selling products.
Your social is so strong- how do you constantly innovate and engage your audience?
My genuine love for shooting and creating content keeps me consistent. I love creating moodboards and planning our REFY Campaigns – it has always been something that has come easily to me and I have always enjoyed. Although, content scheduling apps, calendars, research and regular catch ups with the creative team are also very important factors to remain consistent and accountable.
What’s a non-negotiable in your skincare routine?
I would have to say REFY Skin Trio, this has been a staple in my skincare routine since receiving the first sample! It is a 3-in-1 mineral SPF 50, Moisturiser and Brightening Serum. It has Apple Extract to brighten and moisturise, Plant-derived Squalane to soften and smooth Skin texture and Algae Extract which acts as a skin superfood, to brighten, soothe and control oil. We designed this product to provide maximum protection and the perfect base for makeup.
Share your favourite hacks to achieve your signature feathered brows?
I have recently started using the REFY Brow Sculpt and REFY Brow Tint together. I love how both of them complement each other. They make sure your eyebrows are completely free of any other skincare or makeup prep prior to applying your brow products. This will ensure you have perfect brows all day.
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REFY has grown a huge following on TikTok game – what is the secret to this?
I think it’s our understanding of the audience that has helped us successfully grow on TikTok. It helps that a lot of the team are big lovers of the platform. The key with TikTok is to remember it’s an entertainment platform, not a social media platform, so a keen insight into the audience and what they enjoy watching helps us craft content that is engaging and often goes viral. As a social first brand it is so important to us to communicate with our audience where they are, so we’re always talking to them directly about what they want to see from us and ensuring this is considered in all of our planning – our community really are massive drivers in our strategy.
What advice would you give to aspiring women entrepreneurs?
Figure out your purpose. Having a strong purpose or mission will make any decision you face so much easier. When you are so sure of this, your focus can remain consistent. ‘Ask yourself ‘Does this make sense for what I’m trying to achieve?’, if it does then you know you’re on the right path.
“The REFY Brow Sculpt has really changed the game for me and so many others.”
What were some of the challenges you faced and how did you overcome them?
Learning to let go to allow the brand to grow. I love being involved in every detail and when we started REFY the team was much smaller and I could get into every detail of the brand, but as we grew it felt more unproductive to be checking over every single thing. I realised it just wasn’t the best use of my time or allowing me to dedicate more focused time and energy into what I am best at. Hiring people that are better than you and have different skills to you is the key to building, making and maintaining a successful brand and business. I have learnt so much from the REFY team and gained so many new perspectives on things, REFY would be nothing without the incredible team behind the scenes.
This is ‘The Visionary Issue’ – what is your vision for the future?
For REFY my vision is to be the brand known for simplifying beauty. We want to solve beauty problems that exist for our customers so they can get the elevated makeup look they want with ease and that lasts so they can spend more time living and loving life. We are continuing to grow globally, and my vision is to continue to expand here and grow further in international territories so everyone can have a truly REFY experience.
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