Refy Celebrates Its Fifth Anniversary With a Bold Middle East Expansion
PetitePaulina – British beauty brand Refy is marking its fifth anniversary with a bold milestone a full-scale expansion into the Middle East. The complete collection, from the cult-favorite Brow Sculpt to the popular Lip Sculpt and Lash Sculpt, will debut on Sephora.me on November 1, and will be available across Gulf Cooperation Council (GCC) stores by December 1. For cofounder Jess Hunt, this is more than a business move; it’s a moment of transformation. “I keep saying to everyone in the team, I feel like this is the year,” she said passionately. “There’s such energy about this year. I feel like we’re about to take it to a whole new level.” With this expansion, Refy connects its British minimalist aesthetic with the vibrant and expressive beauty culture of the Middle East creating a powerful bridge between two worlds.
Listening Closely to What the Community Wants
From the very beginning, community feedback has shaped Refy’s growth. Therefore, its expansion into the Middle East is not a surprise it’s a response to years of demand from loyal customers. “It’s been an ask for so long from our community for us to be more accessible within the Middle East,” Hunt explained. The timing couldn’t be better, as the launch aligns perfectly with the brand’s fifth birthday. What started as a small, independent venture powered by social media has evolved into a global beauty movement that celebrates inclusivity and authenticity. For Hunt and cofounder Jenna Meek, this expansion represents Refy’s dedication to connection. “What a way to celebrate,” Hunt said with pride. “We’re turning five while finally reaching the audience that has supported us since the beginning.”
Bridging Cultures Through a Shared Love of Beauty
For Hunt, expanding into the Middle East feels both natural and inspiring. “The region is full of innovation, and it inspires me so much,” she said. To prepare for the launch, Refy spent several months conducting focus groups and online conversations with Middle Eastern beauty enthusiasts. Through these dialogues, the team learned about local preferences, styles, and values. As a result, this isn’t just an expansion it’s an opportunity to build genuine relationships. Moreover, Hunt believes that beauty transcends borders. “There’s such creativity and passion here,” she shared. By combining Refy’s clean, effortless British style with the artistry and depth of Middle Eastern beauty, the brand hopes to foster a new dialogue one that celebrates individuality, innovation, and cross-cultural expression.
Simplifying Beauty in a Glamorous World
The Middle East is known globally for its glamorous and detail-oriented makeup culture, yet Hunt believes Refy’s minimalist approach will resonate deeply with consumers. “The Middle East is beauty-obsessed, and they truly are experts,” she acknowledged. “But there’s also an appreciation for simplicity and ease.” In today’s fast-paced world, women seek products that deliver results quickly while maintaining sophistication. Thus, Refy’s philosophy of “simplifying beauty” fits perfectly. Each product, from its sleek packaging to its multifunctional design, does the hard work for the user. Furthermore, Hunt emphasized that efficiency doesn’t mean compromise. “We’ve created products that work hard for you,” she said. “That way, you can spend more time doing what you love.” Through this approach, Refy offers empowerment not complexity.
Connecting Directly With the Middle Eastern Community
In the coming weeks, Hunt will travel to the United Arab Emirates to attend Sephoria, Sephora’s global beauty event, and meet Refy’s community in person. For her, direct engagement has always been the soul of the brand. “That’s the one thing that lights me up the most,” she said warmly. “I’ve seen friendships form at Refy events people come alone and leave with new connections.” Indeed, Refy’s gatherings go beyond product showcases; they create emotional connections. By interacting directly with Middle Eastern customers, Hunt aims to foster genuine relationships and strengthen Refy’s presence in the region. Additionally, this personal outreach underscores the brand’s belief that beauty is not just about products it’s about people, community, and shared experiences that inspire confidence.
Focusing on Legacy and Long-Term Growth
As Refy enters its sixth year, Hunt’s vision remains clear: to build a timeless, legacy-driven brand. “The Middle East is our entire focus as a business right now,” she affirmed. This expansion, therefore, represents more than commercial growth; it symbolizes Refy’s mission to create meaning and impact. Over the years, Refy has transformed from a viral social media startup into a globally respected beauty label. Hunt’s leadership authentic, intuitive, and community-centered continues to shape the company’s DNA. Moreover, her unwavering commitment to transparency and innovation keeps the brand grounded. As Refy continues to grow, it remains loyal to its founding belief: beauty should be accessible, empowering, and effortless. In this new chapter, the brand stands poised to redefine simplicity for a region that celebrates both heritage and modernity.
