Beauty brand Refy is expanding into skincare, introducing a cleanser and moisturiser.
The cleanser, Face Cleanse, retails for £24 in the UK and $32 in the US and is Refy’s solution to allowing consumers to forgo the double cleanse. The moisturiser, Face Sculpt, retails for £38 in the UK and $50 in the US and includes a new patented ingredient designed to lift and sculpt the face.
The UK-based brand was founded in 2020 by influencer Jess Hunt and beauty entrepreneur Jenna Meek. Refy rose to popularity thanks to its viral brow gel and lip gloss, popular among Gen Z on TikTok (particularly those who favour the ‘clean girl’ aesthetic). Skincare is the latest addition to a growing mix of products. In 2022, the brand introduced a bodycare line, and in January 2024, Refy expanded into fashion with a limited-edition drop of T-shirts, hoodies, accessories and lifestyle items. In December, the brand also launched Refy World, a members club-style rewards programme that grants customers early access to products, events and more.
From September 2024 to August 2025, the brand is expecting around £100 million in sales, up roughly 60 per cent year-on-year. The brand is stocked in Sephora and Selfridges. Wholesale represents 55 per cent, while direct-to-consumer accounts for 45 per cent, according to FY25 forecasts. The US is the biggest market for Refy, representing 50 per cent, while the UK represents 30 per cent, the Middle East accounts for 10 per cent and the EU represents 9 per cent.
The skincare market is a difficult one to crack: consumers are more educated than ever on the science of skincare, ingredients and product formulations. We spoke to Meek about how Refy is hoping its skincare launch will stand out.
Vogue: Why is Refy launching skincare?
