The brows that launched a beauty brand…

Influencer Jess Hunt launched the Instagram-famous beauty brand Refy in 2020, finally giving her 1.7 million Instagram followers exactly what they wanted: the secret to her enviable sculpted yet bushy brows. It’s safe to say our make-up routine has never been the same since.

The brand originally started with Brow Sculpt, which sold out instantly. In the four years since Refy launched, the brand has gone from being famous for its brow products to being the go-to for a glowing complexion and iconic lip liners that really do not budge. The launches have gone from strength to strength.

The make-up products are innovative and really do solve daily conundrums. Refy’s newest launch, the Blur Liner, is the perfect blend of blurry lipstick and easy-to-draw lip liner, and it’s not one to skip out on. It’s never been easier to achieve that ‘just bitten’ lip look. 

From its stain-proof make-up bag (it’s wizardry, we tell you) to its limited edition pop-up exclusive homeware and accessories that have resulted in huge queues, it’s clear that Refy isn’t just stopping at make-up. Just after the brand celebrated its fourth birthday, Hunt joined us at Stylist Live 2024 to discuss the future of Refy, as well as her “fuckboy” attitude to business and the importance of setting work boundaries.

On the importance of brows

“I’ve been to brow appointments before and come out looking like a completely different person. Brows can completely change up your look. They frame the face.”

On creating the first Refy product

“We launched with the Brow Sculpt because I felt there was nothing on the market that could keep my brows in place all day. I naively thought: ‘I’ve got this cool idea. Let’s make it,” but it actually took two years to get the results I was looking for. I wish I still had some of that naivety today.”

On coming up with a brand aesthetic

“If I could show you what it first looked like when we were brainstorming the brand, it looks nothing like the super-minimalistic packaging you see today. It looked crazy. It had my face down the side and was blue and pink – it was so off-brand. Covid caused us to take a break and reassess. We realised we hated it, so we started from scratch.”

On the biggest thing she’s learned since starting a business

“Trust your gut. We get caught up second-guessing our decisions but I learned that it’s not just about me; it’s about our entire community.”

On having no expectations

“When we started Refy, it was just supposed to be a side hustle, so I had no expectations, which now sounds ridiculous, but the response we had was insane. It made me realise there was a gap in the market for innovation and simplifying beauty while still delivering results.”

On the beauty community

“Beauty is such a good way to connect with someone. My grandma first introduced me to beauty and we bonded over it. A lot of boys bond over football at the pub, and I wish there were more experiences like that for girls.”

On her hardest obstacle as a brand founder

“Letting go. My brand is my baby so I want to be a part of every single element. When it first launched, I was the product, customer service and social person, but taking a step back and letting someone who’s 100 times better than me take over these roles has made the brand grow. Having that level of humility to say to yourself: ‘I’m not the best person for this.’ Now I feel like I’m just running alongside Refy, trying to keep up with it.”

On confidence

“I second-guess myself a lot, and I’m constantly telling myself to be my most confident self. It really pushes me.”

On being a young entrepreneur

“When I was younger, I wasn’t taken seriously. I think people thought I was a waste of time. But it’s just spurred me on. I thought Just watch me. Now, we get approached by businessmen who wouldn’t even speak to us a few years ago, and I love it. It feels like me and my co-founder are playing the fuckboy role.”

On being in her wellness era

“I’m an introvert at heart, so whether it’s a day or just an hour, I take some time to decompress. Understanding that being able to take a rest is not being lazy, it’s actually productive, as it’s allowing me to be more creative.”

On her skincare routine

“It’s all about simplicity. I’ve been going through some hormonal changes over the past year and stripping back my skincare routine has been important.”

On her ultimate Refy product

“The Brow Tint. It’s such an underdog, but it picks up every hair for a natural finish that won’t move.”

On her one piece of advice for entrepreneurs

“Be curious, put yourself in situations that you wouldn’t naturally be in and try to gain as much information as possible. Nothing is ever going to be perfect. It’s going to be a constant journey, but just go for it.”

On what makes her happy outside of work

“Having a routine. Happiness is making a bolognese for dinner to set me up for the rest of the week.”

On lip liner or eyeliner

“Lip liner, always. It completes my look.”

On the beauty product she always finishes first

“Brow pencil. I touch my brows up constantly.”

On the most underrated beauty product

“Setting spray. If I forget to apply it, I notice it during the day. It just locks in my make-up and gets it to stick around all day.”

Images: @shotby_farheenxo