New UK brow brand Refy secures Sephora North America deal

By

Nigel TAYLOR

Published
Jul 23, 2021

UK beauty brand Refy has secured a major deal with Sephora in the US and Canada, just six months after launch. The brand's first brow collection range debuted online and in 320 Sephora stores across North America this month.

Manchester entrepreneur Jenna Meek set up the business with beauty influencer Jess Hunt after she noticed a gap in the market for streamlined brow products. On a photoshoot, she noticed Hunt’s extensive brow make-up routine.

“Her Instagram followers constantly asked what products she used on her brows to create her signature brushed-up look, so creating a streamlined brow collection made sense”, Refy CEO Meek told The Business Desk.

Refy launched a three-stage brow collection in last November, “offering a simple way to achieve the ‘no makeup makeup’ look”.

Meek said consumers immediately responded, buying over 100,000 units in the first six weeks leading to an entire stock sell-out for the brand more than once.

Of her major North America deal, she said: “Sephora is the biggest beauty destination in the world for premium cosmetics and was the number one retailer I wanted to partner with when I had the initial idea.

“We’re super excited to bring Refy to a new audience in the US and expand our customer base, encouraging more people to embrace their natural beauty and celebrate themselves with uncomplicated, versatile products”.

She added: “We have big plans for the next six months”.