How Refy Beauty is Building a Brand World — and Why You Should Too

Refy Beauty, founded by Jess Hunt and Jenna Meek in 2020, is redefining what success in the beauty industry looks like.

In an era where beauty brands pop up every other day, Refy has managed to carve out its space by focusing on something deeper: understanding what their customers are truly trying to achieve and creating a world of products, services, content and experiences that helps them live out those aspirations. Refy’s vision extends far beyond product launches and viral moments—they’re building a brand world that’s designed to last.

Here’s what your brand can learn from Refy about creating deeper connections and staying competitive, even in a saturated market.

1. Prioritise people over products and profits

Customers today are tired of feeling like they’re constantly being sold to, and Refy understands this. Instead of focusing purely on product promotion, they put their community front and centre.

In June, Refy brought eight of their everyday customers—not influencers—to Mallorca for a fully immersive brand experience . This wasn’t a marketing gimmick; it was an opportunity for customers to engage with Refy on a personal level, connecting with the brand beyond the product. By creating such memorable, emotional connections, Refy has shifted the focus from influencers to loyal customers who become brand advocates.

Takeaway: Brands that build emotional connections through real, personal experiences are the ones that see long-term loyalty. Customers want to feel seen, heard, and valued. Refy has mastered this, and it shows in their growing community.

2. Solve a Cultural Problem

All human problems are cultural problems.

Refy tapped into this truth from the start. Their minimalist beauty philosophy addresses more than just skincare or makeup—it reflects broader societal issues around beauty standards, authenticity, and self-acceptance.

Refy isn’t simply selling makeup; they’re challenging the outdated beauty ideals that have dominated the industry for years. Their products reflect a shift toward minimalism and natural beauty, aligning perfectly with the cultural demand for authenticity. This deeper connection to cultural movements creates loyalty that goes beyond trends.

Takeaway: Brands that understand their role as cultural actors build stronger, more enduring connections. Refy’s success lies in addressing cultural issues, not just launching products. They connect with their audience by speaking to the values and shifts happening in society, and that’s where real brand loyalty comes from.

3. Embed Distinct Brand Opinions

Refy is unapologetic about who they are, and that’s part of their success. Their brand message is clear, consistent, and bold: minimalist beauty. This voice shows up across all their touchpoints, from the simplicity of their packaging to their product descriptions and social media presence.

Founder Jenna Meek put it simply:

I don’t want someone to buy them because they like the packaging; I want them to buy it because they’re going to love the product.

This focus on substance over style is central to their brand, and it’s why they’ve built such a loyal following.

Takeaway: Don’t be afraid to make strong, clear statements with your brand. Refy’s success is built on consistency—customers know exactly what they stand for. When you embed distinct opinions throughout every part of your business, you attract people who share those values, and that’s how loyalty grows.

4. Identify Broader Competition

Refy understands that their competition goes beyond other beauty brands. They’re competing with the full range of solutions their customer might consider. The minimalist beauty customer could easily choose lash extensions, high-end skincare treatments, or beauty services as alternatives to makeup.

By offering an accessible, minimalist alternative, Refy positions itself as the solution for women who want effective beauty without the fuss. Their pricing strategy reinforces this, keeping their products affordable and positioning them as the go-to for real, achievable beauty in an over-complicated landscape.

Takeaway: To stay competitive, you need to think beyond your direct competitors. Refy looks at the broader landscape of solutions their customers could choose and positions their brand as the simple, effective alternative. Pay attention to the cultural shifts and broader options your audience is considering, and position your brand accordingly.

5. Build a Brand Ecosystem

Refy has done more than launch a beauty brand—they’ve built an entire ecosystem that allows their customers to engage with their brand on multiple levels. Whether it’s their minimalist products, their engaging social content, or their immersive brand experiences like the Refy Beauty Pop-Up Cafe at Rue De La Villette, Paris, France –every interaction with Refy reinforces the same message.

The Paris pop-up café wasn’t just a place to grab coffee; it was a space where customers could fully experience Refy’s minimalist ethos in a curated, Instagram-worthy environment. This strategic use of experiences and collaborations helps Refy create something bigger than a transaction—it’s an emotional engagement that builds lasting loyalty.

Takeaway: Brands that create an interconnected ecosystem of products, services, and experiences are the ones that stand out. Refy has mastered the art of crafting a brand world where every touchpoint feels intentional and aligned with their core philosophy. This ecosystem keeps customers engaged and loyal, long after the initial purchase.

Customer acquisition costs have risen by over 60% in the last five years, putting pressure on brands to retain customers rather than constantly acquiring new ones.

The beauty industry is more competitive than ever, with even established indie brands facing challenges like rising competition, customer acquisition costs, and shifts in consumer expectations. As Refy has shown, success comes from more than just products—it’s about creating emotional connections and avoiding common branding pitfalls that can derail growth.

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