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The brands that get it, get it. Founded in 2020 by model and influencer Jess Hunt, Refy Beauty was launched to simplify beauty with high-quality and minimal-effort products. REFY is the UK’s fastest-growing makeup brand and they aren’t just setting the standard in the beauty industry, they are also raising the bar for social media marketing and branding. 

Clean girl aesthetic

REFY has one of the dreamiest Instagram feeds — beautifully curated yet still authentic and relatable. Its signature clean and minimal aesthetic aligns perfectly with its messaging around simplifying beauty. With plenty of ‘get ready with me’ and ‘how-to’ videos, product demos, and beauty tips, REFY’s instagram and TikTok feeds feel more like a friend sharing beauty advice than a brand pushing products.

*That* community trip

Scrolling through REFY’s Tiktok, it’s clear how much they prioritise their community. In 2025, brands recognise  that community is one of their most powerful assets, and REFY is shaking up the influencer marketing landscape as a result. Traditionally, beauty brands have hosted extravagant influencer trips, but in recent years, consumers have grown weary of this approach, seeing it as out of touch, especially during economic downturns. With this is mind, REFY took a bold, new approach — shifting from influencer-exclusive trips to community-driven experiences.

In the summer of 2024, REFY invited some of its most engaged community members to a branded villa retreat in Mallorca. This move fostered genuine connections, making customers feel valued and heard. The villa experience allowed community members to spend time with REFY’s founder, Jess Hunt, embrace the brand’s values, and enjoy the natural, effortless beauty of Mallorca — perfectly aligned with REFY’s image. This was a first for a beauty brand of its size, and the community-first approach went viral. The buzz surrounding this shift became a marketing moment in itself.

Community centred approach

Beyond the villa retreat, REFY excels in experiential marketing, hosting pop-ups and community events in cities worldwide, including London, Paris and New York. By creating unique in-person experiences, REFY strengthens its relationships with customers and gives back to its community. For a consumer, attending a pop-up is exciting and memorable, offering a deeper understanding of the brand’s mission and vision. Could this shift signal the decline of traditional influencer trips and the rise of community-first marketing? Consumers no longer want to feel like mere customers, they want to be part of the brand.

Additionally, REFY’S Instagram broadcast channel – the REFY group chat –  regularly shares exclusive competitions, IRL meet-ups, events, interactive polls, and product launches, further strengthening its community.

Leveraging UGC (user-generated content)

User-generated content (UGC) is a core pillar of REFY’S social media marketing strategy, turning loyal customers into brand ambassadors. By leveraging UGC, REFY builds social proof and increases discoverability, making the brand feel more authentic and relatable. Rather than focusing solely on big-name influencers and celebrities, REFY prioritises micro-influencers — those with smaller but highly engaged audiences. This strategy makes the content feel less salesy, more organic, and genuinely impactful.

Personal brand and founder-led content

REFY’s co-founder, Jess Hunt, was first a content creator and beauty influencer, best known for her signature thick eyebrows. She launched REFY after spotting a gap in the market for high-quality, user-friendly brow products. Jess’ personal brand is a key factor in REFY’S success — she is the brand’s biggest advocate. She regularly shares her skincare and makeup routines which feature REFY products, increasing brand exposure and creating a strong sense of authenticity. By putting its community at the heart of its strategy, REFY is setting a new standard for beauty brands. Whether through user-generated content, pop-ups, or a hands-on founder presence, the brand continues to foster deep connections with its audience. As influencer marketing evolves, REFY proves that authenticity, inclusivity and genuine engagement always wins.