Jess Hunt’s transformation from content creator to co-founder of REFY Beauty is a story of vision, authenticity, and a mission to simplify beauty. Today, REFY is one of the most influential luxury beauty brands in the UK, known not only for its standout products but also for its community-first ethos. But the story began with nothing more than a passion for creating and sharing content.
Hunt shared her journey with creators and brands alike at CreatorIQ Connect on Wednesday, 7th May, and her personal experience was invaluable.
“My biggest mission is to essentially simplify beauty and encourage you to build the most confident selves,” Hunt explained. That mission has remained at the heart of her brand since its inception.
Building a personal brand before "influencer" was a job
Hunt began her career when the idea of being a content creator wasn’t even recognised as a profession. “I guess I kind of just started working as a creator probably when it wasn't even really a role as such,” she said. Posting content she loved on Instagram, she unknowingly laid the groundwork for what would become a highly engaged community. “Over a long time, very fortunately, I was able to grow a following and build a trust and nourish that relationship with my following over many, many years.”
That trust and connection formed the cornerstone of what would become REFY. Hunt’s early days as a creator gave her invaluable insights into the power of authenticity and audience loyalty. “One of the biggest things for me and the team at REFY is authenticity. I think that's evident in everything that we do.”
A brow routine and a lightbulb moment
The idea for REFY sparked during a shoot with her future co-founder, Jenna Meek. “At this time, I was using around two gels and three brushes just to set my brows in place,” Hunt recalled. “Jenna was watching me do my brows, asking me all these questions like, why are you using all of these products?” What followed was an impromptu brainstorming session that led to the concept for their best-performing product: the Brow Sculpt. “We literally drew it up on our iPhone… and a few weeks later, Jenna got back in touch to say that she'd actually presented this idea to the lab and they were interested in developing it with us.”
REFY officially launched in November 2020 with a single goal: to simplify the beauty routine for both everyday consumers and makeup lovers.
Creator-led from day one
REFY’s DNA is deeply rooted in Hunt’s creator background. “I think it's actually so valuable for me now having experience in both fields because I really see working with creators so differently,” she said. Rather than one-off collaborations, REFY invests in long-term partnerships and friendships. “We’re always thinking, how can we make this creator feel valuable and excited?”
REFY’s launch saw 500 creators mention the brand across 2,000 posts. By the end of 2024, that number had skyrocketed to over 3,500 creators and 20,000 posts in the UK alone. Hunt believes this success comes from REFY’s commitment to its creator community and the mutual respect they foster. “We love working with creators who are already fans of the brand. When that alignment is natural, it resonates.”
Community first, always
Community isn’t a marketing slogan for REFY - it’s one of their core values. The brand’s concealer project is a prime example of this approach. Hunt explained, “We launched this with 16 shades and worked so closely with our community… they were able to give us feedback, and that really helped us to get the shades perfect.” The campaign featured 1,000 people, and the reactions, authentic and emotional, were what made it so impactful.
Another standout moment came when a creator named Bronwyn posted a TikTok to just 200 followers using REFY’s Lash Sculpt. The video went viral, amassing over 80 million views and selling out the mascara in Sephora stores across the US and Canada within 72 hours. “She didn’t even mention the brand,” Hunt laughed. “That kind of marketing, you can’t even plan for. It’s just a testament to how good the product is.”
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Scaling without losing the human touch
As REFY grows, Hunt is focused on maintaining close-knit relationships with creators and customers. “Everyone on the team understands that we are a creator-led brand,” she says. “We try to involve creators in as many elements of the brand as possible.” REFY has implemented in-house Creator Days to foster collaboration and education, allowing creators to truly understand the products before promoting them. “It’s so helpful for the REFY team to be there to say, look, this is the product, this is how we use it.”
UGC has also become a powerful tool for the brand. “Some of the best-performing content has just been from creators who bought the product themselves and posted about it,” Hunt pointed out. REFY loves an organic buzz with affiliate links and visibility on their platforms, reinforcing that creators, no matter their following size, are seen and valued.
Creating moments that matter
Hunt is passionate about building real-life experiences that mirror the emotional power of beauty. “One of my first memories with makeup was my grandma putting lipstick on me when I was a kid,” she shares. “It was so special.” REFY aims to recreate those intimate, fun moments through events like their community trip to Mallorca. “We didn’t prioritise content. It was just a way to say thank you to our most engaged community members.”
REFY’s strategy proves that impact doesn’t always come from scale. “The goal of the event wasn’t reach,” Hunt reiterated. “It was about connection, memories, and relationships.”
Leading, not following
REFY’s growth is the result of doing things differently. “One of our biggest values is to lead and not follow,” Hunt said. “That means doing things in a new and exciting way, not just following trends but setting them.”
With authenticity as its compass, REFY continues to evolve while staying rooted in the values that shaped it. Jess Hunt’s journey is proof that a creator’s deep connection to their audience, when combined with vision and integrity, can transform a simple idea into a movement.
