For as many brands as Sephora carries — and as many influencer brands that exist today — it’s surprising that just a few influencer-founded brands are carried at the beauty retailer. A new addition, however, is joining the ranks today. Refy Beauty is the creation of influencer Jess Hunt, (1.4 million followers on Instagram) and her business partner Jenna Meek, already the founder of makeup and hair brand Shrine. Refy launched as a direct-to-consumer makeup brand just six months ago in November. The brand immediately caught the attention of celebrities and celebrity makeup artists alike — its fans include actress Shay Mitchell, influencer Desi Perkins and makeup artists Patrick Ta and Hugo Vango, all of whom fueled the brand’s virality. The e-commerce stock sold out in six weeks.
“Jess Hunt is known for her feathered brows … [and] Refy delivers bold, powerful formulas that help promote and celebrate confidence,” said Jennifer Cohen, vp of makeup merchandising at Sephora, in a press release. The brand, with its minimal packaging — Hunt’s name is nowhere to be found — launched on Sephora.com on Tuesday. It will launch in 320 stores across the U.S. and Canada on June 11. Sephora is the U.K. brand’s first international partnership.
Sephora has been building out its assortment of influencer-driven brands. The retailer carries a large handful of traditional celebrity-founded brands, including J.Lo Beauty, Rare Beauty by Selena Gomez, Fenty Beauty and Fenty Skin.