Jess Hunt: From Content Creator to Creative Director of REFY Beauty 
June 2024

By Cait McNamara


In the dynamic world of beauty and cosmetics, few stories are as compelling as that of Jess Hunt, the co-founder and creative force behind REFY Beauty. Transitioning from a popular Instagram content creator to the creative director of a globally recognised make-up brand, Jess Hunt’s journey is a testament to vision, innovation, and an unyielding commitment to redefining beauty standards. 

Jess Hunt first rose to Instagram fame thanks to her distinctive style, flawless makeup application, and impeccable eyebrows that set the standard for beauty enthusiasts everywhere. Her knack for creating flawless, everyday looks with a touch of glam (and those killer brows) quickly amassed her a loyal following. Her social media presence wasn’t just about showcasing make-up looks; it was about creating a community, sharing tips, and inspiring followers to embrace their unique beauty. 

But it wasn’t until Jess connected with entrepreneur Jenna Meek that they started brewing bigger plans. Recognizing a gap in the market for high-quality, user-friendly brow products, they envisioned a brand that would empower individuals to achieve professional-level results at home. 

Enter REFY Beauty: Redefining the Brow Game 

Fast forward to November 2020, when Jess took a leap of faith and launched REFY Beauty alongside co-founder, Jenna Meek. With a mission to redefine beauty standards and create products that enhance natural beauty, the duo debuted with a focus on brows. Because let’s be honest, who hasn’t dreamt of achieving Jess’s perfect brow look? With an innovative product called the Brow Sculpt, REFY quickly became a cult favorite, proving that brows are indeed the crown of the face. 

But Jess didn’t stop at brows, she had a vision to expand REFY into a full-fledged beauty empire. Her role as the creative director means she’s hands-on with everything, from product development to marketing strategies. Since 2020, REFY have launched a number of other products, from their brow pomade and body glow to lip glosses and primers, all designed to be everyday essentials that are easy-to-use, multifunctional and encourage the user to embrace their natural beauty. 

And we can’t forget about REFY’s social presence, their Instagram feed is what aesthetic dreams are made of. With a carefully crafted collection of aesthetic product shots and UGC content, REFY has managed to find the right balance of engaging, shareable content and a perfectly curated feed. If you don’t already follow them, we strongly recommend you do.  

Authenticity and Innovation 

What sets Jess apart from the myriad of beauty entrepreneurs is her authenticity and relentless pursuit of innovation. She’s not just riding the wave of trends; she’s creating them. Whether it’s through innovative product design or inclusive beauty campaigns, Jess ensures that REFY stays ahead of the curve both in terms of product innovation and social media marketing moves. She’s also incredibly relatable. In interviews, she’s candid about her journey, sharing both the glamorous highs and the challenging lows and it’s this transparency that makes her not just a beauty mogul but a role model for aspiring entrepreneurs. 

Jess Hunt’s story is a masterclass in turning passion into a successful business. Her advice to budding entrepreneurs? Dream big, work hard, and stay true to yourself. It’s a mantra that has clearly worked wonders for her, propelling her from the world of Instagram selfies to the boardroom of a global brand. 

The Future of REFY Beauty 

So, what’s next for REFY Beauty? With Jess and Jenna at the helm, the sky’s the limit. We can expect more innovative products and campaigns that continue to redefine beauty standards, all supported on social of course. One thing’s for sure: Jess Hunt isn’t just keeping up with the beauty industry – she’s leading it. 



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