REFY Beauty

What REFY Beauty does

REFY Beauty is a Manchester, UK-based direct-to-consumer beauty brand founded in 2020 that manufactures and sells vegan and cruelty-free makeup and skincare products. The company operates an e-commerce storefront at refybeauty.com and ships to 8+ countries including the UK, US, EU, Saudi Arabia, UAE, Qatar, Israel, and Australia, supplemented by select retail stockists. Its product portfolio spans 47+ SKUs across lips, eyes, face, skin and body, and accessories, with an 18-shade inclusive range for complexion products. All formulations are 100% vegan, cruelty-free (Leaping Bunny certified), paraben-free, and fragrance-free.

The brand's core technology centers on multi-functional, long-wearing formulations, including 12-hour hold claims on its signature "Sculpt" family (Lip Sculpt, Lash Sculpt, Brow Sculpt), a transfer-proof lip liner formula that sets in 60 seconds, a lightweight non-sticky lip gloss with hyaluronic acid and jojoba seed oil, and a niacinamide-based face primer. A patent-pending comb-like mascara applicator on Lash Sculpt provides IP protection around the delivery mechanism. Hero products have demonstrated strong commercial traction: Brow Sculpt holds a 4.9-star rating across 4,101 reviews and Lash Sculpt 4.8 stars across 1,719 reviews, and the brand won 8+ industry awards in 2024 from Cosmopolitan, ELLE, Byrdie, Allure, Good Housekeeping, Sheerluxe, and The Zoe Report, alongside earlier recognition in 2021-2022.

REFY generates revenue through one-time purchase direct sales at unit price points from £8 (Beauty Sponge) to £120 (Signature Sculpt Collection bundle), with no subscription model in place. The company employs 51-100 staff and is led by founder and CEO Jenna Meek. Customer acquisition relies on content marketing via the REFY blog, organic social media presence, and the REFY World membership program offering 15%+ discounts, early product access, and exclusive community events. No external funding rounds, institutional investors, or revenue figures are disclosed in the available data.

Name

REFY Beauty

Website

https://refybeauty.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

REFY Beauty is a Manchester-based direct-to-consumer vegan and cruelty-free makeup and skincare brand founded in 2020, selling 47+ multi-functional products globally through its e-commerce site and select retail stockists across 8+ countries.

Ownership category

akta.pro rank

Product category

Cosmetics and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

akta.pro secondary industries

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Natural/Organic & Clean Skincare (CRABAAAH), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)

Keywords

• Vegan beauty products
• Cruelty-free cosmetics
• Makeup and skincare
• Beauty applicators
• Brow and lash products

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of vegan and cruelty-free makeup and skincare products through their e-commerce website. One-time purchase model with products ranging from £8 to £120. Revenue generated from individual product sales and bundled collections/sets.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

REFY Beauty designs, manufactures, and sells a vegan and cruelty-free line of makeup and skincare products, with particular emphasis on brow, lash, lip, and complexion categories alongside body and haircare items. The brand markets directly to consumers via its own e-commerce site and ships internationally to multiple countries.

Product overview

REFY Beauty is a direct-to-consumer vegan and cruelty-free makeup and skincare brand that sells a unified portfolio of easy-to-use, multifunctional beauty products. The core product lineup centres on the 'Sculpt' family including Lip Sculpt (lip liner), Lash Sculpt (mascara), and Brow Sculpt (brow gel), complemented by lip products (Lip Gloss, Lip Stick, Lip Blush, Lip Buff, Blur Liner), face products (Cream Bronzer, Cream Blush, Concealer, Skin Base, primers, setting sprays, highlighters), eye products (Brow Pencil, Brow Tint, Brow Pomade, Eye Balm), and skincare (Face Sculpt, Face Cleanse, Body Glow). The brand also offers bundles and sets including the Signature Sculpt Collection, Lip Collection, Brow Collection, and Skin Collection. All products are vegan, cruelty-free, paraben-free, and fragrance-free. The company ships globally with presence in UK, US, EU, Australia, Middle East, and other markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Brow Sculpt Gel
• Brow Pencil
• Lash Lifting Mask
• Lip Gloss
• Lip Sculpt
• Skin Finish Pressed Powder
• Body Lotion
• Hair Oil
• REFY Brushes and Tools

Quantifiable outcome

• 97% agreed REFY Lip Gloss helps lips appear fuller
• +4 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Rare Beauty: Selena Gomez-founded multi-functional, easy-to-use color cosmetics brand sold DTC and via Sephora. Directly comparable on multi-functional positioning, social-media-friendly products, and celebrity-driven organic growth.
• Kosas: Clean-beauty color cosmetics brand with skincare-makeup hybrids sold DTC. Closely comparable on clean ingredient positioning (vegan, cruelty-free), face/lip/eye multi-category strategy, and premium indie price points.
• Milk Makeup: Multi-functional, clean, vegan color cosmetics brand with stick-format and easy-to-use hero SKUs. Comparable on multi-functional positioning, vegan/cruelty-free formulation, and social-first brand building.
• Ilia Beauty: Clean, skincare-makeup hybrid brand with Super Serum Skin Tint and inclusive shade ranges. Directly comparable on clean-beauty positioning, multi-category face/lips/eyes portfolio, and DTC-first distribution with selective retail.
• Fenty Beauty: Celebrity-founded inclusive-shade color cosmetics brand sold DTC and through Sephora. Comparable in inclusive shade ranges (REFY's 18+ shades mirror Fenty's category-defining breadth) and multi-category face/lip/eye portfolio.
• Rhode: Hailey Bieber-founded minimalist beauty brand with a tightly curated, multi-functional product lineup sold DTC. Comparable on 'simplify your routine' positioning and peer-tier founder-led premium indie model.
• Charlotte Tilbury: UK-founded premium color cosmetics brand with a hero-product-led portfolio, global e-commerce, and celebrity/editorial-driven marketing. Comparable in positioning, category mix (face/lips/eyes), and founder-led premium DTC motion.
• Tower 28 Beauty: Clean, sensitive-skin-friendly color cosmetics brand sold DTC and through Sephora. Comparable on clean formulation, founder-led indie premium positioning, and face/lips/eyes multi-category focus.
• Glossier: Pioneer of the millennial DTC beauty model with multi-category skincare-makeup portfolio. Comparable on DTC-first distribution, community-led growth, and curated product-line philosophy.

Broad incumbents

• e.l.f. Beauty: Public, scaled mass-and-masstige beauty company with strong multi-category color cosmetics and recent premium-via-acquisition positioning (Rhode acquisition). Comparable as a multi-category color cosmetics competitor, though REFY sits one tier above e.l.f.'s core price band.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights8 records

Customer concentration

• Xx.com/refybeauty

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about REFY Beauty