REFY Beauty: What We Can Learn From The Brand That Revolutionised Beauty

Formed in 2020 by influencer Jess Hunt and beauty entrepreneur Jenna Meek, REFY Beauty has soon become one of the most popular beauty brands in the UK, as well as across the world. Their products have gone viral for their innovative formulas that celebrate natural makeup looks, enhancing beauty with glowing products that last all day. 

One thing that many people in both the world of beauty and business have appreciated is the way that the brand has been built. We’re here to look at four components that have contributed to the success of REFY that we can all take learnings from. 

A Small Collection Focused On Formulas 

Whilst good marketing can get people to buy once, what really gets people to come back to a business as a repeat customer are impressive products, and that’s what REFY have done. Their product range has always remained small, focusing on hero products that people simply can’t live without. Re-investing into updates to formulas has been key, along with expanding their product ranges in different shades as opposed to huge amounts of new products. Within this is their core collection, largely focused around their lip sculpt, cream bronzer, cream blush and brow gel, typically the products that people are introduced to REFY through, then once they trust the brand, they gradually purchase more. As a result, REFY has become synonymous with quality products, which not only gets people to purchase once, but means their products become staples that people use for years. 

Strong Brand Identity That Aligns With Product Offering 

No matter where you see or hear of REFY, from their website to their socials, video content or static content, their branding is seamless. Their minimalist aesthetic is maintained across all platforms, with the products and their videography and photography of the product speaking for itself. This completely aligns with the products helping people to achieve a natural and minimalist makeup look, timed perfectly with the “clean girl aesthetic” which seems to be here to stay. The brand has a true sense of who they are, founded by people with a passion for naturally enhancing makeup, which only contributes to the success of the brand. 

Authentic Marketing Strategy 

User generated content (UGC) is absolutely at the heart of what REFY does. Hard selling just isn’t a part of their strategy, but instead, finding influencers and content creators who align perfectly with their brand has been key to their success. The nature of the products being radiant just instantly catches a users eye when they see a video, and so the quality of the product combined with carefully selected influencers has caused the popularity of the brand and the success of their advertising to skyrocket. 

Community-Centric Approach 

Last but not least, REFY has a clear community centric approach, celebrating their loyal customers and engaging with them. Through different initiatives, they create a sense of community, genuinely listening to customer feedback and making amendments to their formulas to provide only the best. They also have a strong loyalty scheme, providing really good incentives for their customers to shop with them. 

Final Thoughts

We can all learn a thing or two from REFY, as they’ve taken the world of beauty by storm and there’s no sign of that growth slowing down anytime soon. Genuine care for their community, a strong brand identity, authentic marketing and a focus on quality product are the core elements that have driven REFY to the top.