Jess Hunt
British content creator Jess Hunt co-founded Refy in 2020 with Jenna Meek — a beauty brand built around the bold-brow, sculpted-face aesthetic that became one of the defining makeup looks of the early 2020s.
"We weren't trying to be a celebrity brand — we were trying to bottle a look people were already wearing."
— Jess Hunt
Hunt built one of the largest UK beauty creator audiences in the 2010s. She co-founded Refy in 2020 with Jenna Meek and the brand launched with the Brow Sculpt — a tinted brow gel that became a global TikTok hit.
Refy expanded into a full lip and complexion line and grew rapidly through DTC, Sephora and Selfridges, defining the aesthetic of an entire makeup era.
A creator-led brand has to nail one defining aesthetic before it broadens.
Brow Sculpt first; everything else earns its place against that bar.
- 2020Co-founds Refy with Jenna Meek; Brow Sculpt launches
- 2022Sephora launch
How Refy Built a TikTok-Era Beauty Brand
featureVogue Business