Refy - The Influencer Brand That Redefined The Category And Became A Beauty Favorite ft. Jess Hunt
Dec 19, 2022
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Jess Hunt, model and influencer, discusses the success of her beauty brand Refy and how they redefined beauty. They talk about the birth of their flagship product, the journey to get their brand into Sephora, methods of customer interaction on social media, and the importance of retail partnerships. They also touch on personal recommendations like TV shows and books.
Refy started with the goal of simplifying brow routines and filling a gap in the market by creating inclusive shades and formulas for face makeup.
Rify's partnership with Sephora and Selfridges has provided increased visibility and credibility, showcasing the importance of customer feedback and offering a physical shopping experience.
Rify initially had a small team, wearing multiple hats, but as the business grew, they hired team members with specific expertise, allowing for organic growth and a solid foundation.
Deep dives
The Origins of Rify and the Founders' Journey
Jess Hunt, model influencer and co-founder of Rify, discusses how the idea for the brand came about and the journey of turning it into a reality. They started with the goal of creating a product that would simplify their brow routine and fill a gap in the market. After months of sampling and refining, they launched their first collection, which was well-received. Soon after, they expanded into face makeup and focused on creating inclusive shades and formulas. The founders value customer feedback and use platforms like Instagram and TikTok to engage with their audience.
Partnerships with Sephora and Selfridges
Rify's partnership with Sephora and Selfridges has been a significant milestone for the brand. Being available in Sephora, a well-known global retailer, and Selfridges, an iconic destination in the UK, has provided them with increased visibility and credibility. The founders express their excitement and gratitude for the opportunity to showcase their products in these prestigious retail spaces. They highlight the importance of offering a physical shopping experience and the positive impact of customer feedback in shaping their products and collections.
Building and Growing the Rify Team
The Rify team began with a small group of individuals who split their time between Rify and Shrine, a brand co-founded by Jenna, Rify's co-founder. This allowed them to have experienced and trusted team members from the start. As the business grew, more roles were added, and the team expanded. Initially, they all had to wear multiple hats and juggle various responsibilities. However, as the business continued to thrive, they were able to hire team members with specific expertise. This approach has allowed Rify to grow organically and maintain a solid foundation.
Building a Successful Beauty Brand: From Launch to Sephora Partnership
The podcast episode features Jess, a beauty entrepreneur, discussing her journey from launching her brand in November 2020 to securing a partnership with Sephora. One of the key insights shared is the importance of taking risks and seizing opportunities, as Jess recounts how a single email from a Sephora buyer led to a successful collaboration. Another main point discussed is the significance of creating products that cater to a wide range of consumers, with Jess emphasizing the importance of offering high-quality products at an affordable price. Overall, the episode highlights the value of perseverance, building a strong team, and leveraging social media in building a successful beauty brand.
Creating Cult Products: The Brow Sculpt and Beyond
In this part of the podcast, Jess delves into her brand's product lineup, particularly highlighting the success of their brow collection. She emphasizes the meticulous development process of their popular brow sculpt, which received thousands of five-star reviews from verified buyers. Jess also discusses the strategic pricing of their products, aiming to make them accessible to a wider audience without compromising on quality. Furthermore, she shares her passion for creating products that deliver both style and functionality, exemplified by their lip gloss that provides hydration alongside a beautiful finish. The conversation highlights the importance of building a strong brand reputation through innovative and customer-focused product offerings.
Jess Hunt is the model, influencer and co-founder behind one of Instagram’s favourite beauty brands, Refy.
Inspired by her own aesthetic and with her personal inspirations of beauty, fashion and photography in mind, Jess has made her mark on the industry. Refy has garnered major social media hype since its launch in November 2020 and become widely known for redefining beauty as we know it.
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