Refy, originally propelled to success through TikTok virality, is now striving to transcend its trend-driven image and establish itself as a lasting brand with multi-generational appeal.
Launched in 2020 by influencer Jess Hunt and beauty entrepreneur Jenna Meek, Refy is elevating its positioning by introducing an upmarket collection named “Refy Curated.” This limited-edition assortment, spanning fashion, accessories, and lifestyle items, is set to release every few months, starting from February.
The inaugural Curated collection will feature a diverse range, including T-shirts, hoodies, accessories, and lifestyle pieces like a cup and saucer, key ring, and earrings. Prices vary from £15 for hair accessories to £1,000 for unique items, available both online and through a London pop-up opening later in the month. Further details regarding the collection and retail plans are kept confidential, with a promise of an immersive experience for consumers.
While beauty remains a focal point for Refy, with plans to venture into the complexion category in May and introduce new bronzers and blushes in 2025, the brand is exploring additional categories to expand beyond its core Gen Z demographic. The average age of Refy’s customers is 24, and the brand aims to attract millennials and an older audience with increased purchasing power. More verticals are expected to launch in 2025, aligning with the brand’s vision of offering a comprehensive Refy lifestyle.
Refy, headquartered in Manchester with 70 employees, has achieved profitability and reported £24.2 million in revenues in 2023, a significant increase from £11.2 million in 2022. The brand’s success is driven by strong sales in the US, primarily through specialty retailers like Sephora, and a robust direct-to-consumer business in the UK, constituting 80% of sales.
The move into fashion and lifestyle is a strategic decision for Refy, aiming to ensure the brand’s longevity and avoid being perceived as a fleeting trend. Despite the challenges associated with diversification, Refy benefits from a highly engaged audience, as evidenced by the success of previous pop-up events and wellness spaces.
Refy’s expansion into fashion and lifestyle is also supported by key hires from the fashion industry, including former head of design Danni Nilsson and design assistant Karolina Brown from British fashion label Christopher Kane. The brand’s cautious approach to Refy Curated expects it to contribute only 5% of the business in its first year, with challenges such as predicting consumer demand and avoiding overproduction.
While the beauty industry has traditionally faced difficulties when expanding into other categories, Refy believes its engaged audience and strategic approach will set it apart. Refy envisions becoming a household name with products viewed as investment pieces, drawing inspiration from established luxury brands like Jil Sander and Chanel. The brand is determined to dispel any assumptions of ephemerality associated with being a TikTok-driven brand, emphasizing its commitment to enduring success.
