Refy Beauty, the British brand founded by Instagram influencer Jess Hunt, launched its full product range in the Middle East through Sephora to mark its fifth anniversary. As WWD reports, the expansion began with online availability at Sephora.me on November 1, followed by in-store presence across Gulf Cooperation Council countries starting December 1.

“It’s been an ask for so long from our community for us to be more accessible within the Middle East,” Hunt said in a statement. The influencer-turned-entrepreneur, who co-founded Refy in 2020 with business partner Jenna Meek, views the expansion as a milestone for the brand’s anniversary week.

This Middle East entry comes amid notable financial growth for the company. According to recently filed accounts, Refy’s turnover increased to £40.4 million for the year ending August 31, 2024, up from £24.8 million in the previous year, with pre-tax profits rising to £13.2 million from £8.9 million. The company’s international sales outside the UK and Europe jumped from £12.5 million to £23.7 million in the same period.

Market Strategy

Refy built its reputation through social media, initially capitalizing on the “Instagram brow” trend with Hunt’s 1.7 million Instagram followers providing a ready audience. The brand’s approach emphasizes minimalist products designed to enhance natural features, resonating with consumers seeking simplicity in the crowded beauty market.

“I know that the Middle East are beauty obsessed, and they truly are experts,” Hunt said. “But I feel like there is also an element of simplicity. The products have been designed with innovation to truly do all of the hard work for you.”

The brand prepared for the Middle East launch through social media dialogues and online focus groups with regional customers. Hunt plans to travel to the UAE to participate in Sephoria events and meet community members in person.

Brand Anticipates Continued Expansion

According to a Business of Fashion report, Refy’s sales are expected to reach £100 million in the year up to August 2025, representing a potential year-on-year increase of 60%. The brand recently expanded beyond its original brow products, launching skincare in January 2025 and a members’ club called “Refy World” in December 2024.

With this expansion, Refy continues to build on its digital-first strategy that has helped the brand captivate Millennial and Gen Z consumers. The company’s headcount has grown to 94 employees as it positions itself for further expansion.

“The Middle East is our entire focus as a business,” Hunt says. “I want to make sure our community is so proud of what we bring to it.”

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