REFY Launches Landmark Residency at Selfridges

The beauty world is abuzz with the latest collaboration between REFY and Selfridges, marking a significant milestone in both brands' journeys. Selfridges, renowned for its innovative retail experiences, has unveiled "The Beauty Spot," a dynamic new concept dedicated to showcasing the most experimental and creative beauty brands. REFY, the trailblazing beauty brand founded by Jess Hunt and Jenna Meek, has been chosen as the inaugural resident, promising a summer brimming with exclusive events, limited-edition merchandise, and unique product launches.

Selfridges' Head of Beauty, Melissa McGinnis, expressed her enthusiasm for the partnership, highlighting REFY's exceptional community engagement and product innovation. “We are so proud to be working with the phenomenon that is REFY and its founders Jess and Jenna on a first of its kind residency at Selfridges. We continue to be impressed by REFY’s depth of engagement with its community and evolving product innovation and excellence. The brand epitomises everything our new experimental destination the Beauty Spot is about - beauty culture experienced through community and creativity.”

From May 24th to the end of September, visitors to Selfridges' London Beauty Hall can immerse themselves in the REFY World, a space designed to offer an interactive and sensory experience. This four-month residency kicks off with "Taste the Colour," a vibrant introduction featuring REFY's latest "Summer Colours" collection. This launch includes limited-edition shades of their bestselling Cream Blush, Lip Blush, and Lip Gloss in Papaya and Guava—colours inspired by the essence of summer.

The founders of REFY, Jess Hunt and Jenna Meek, are excited to bring their vision to life in such a prestigious setting. Jess Hunt shared her gratitude and enthusiasm, stating, “We’re so grateful to be the first brand in the Selfridges Beauty Spot, this is such a huge opportunity for us! One of our key brand values is community first, and The Beauty Spot has given us the chance to fully immerse our customer into the REFY World. We have an exciting summer full of brand-new product launches and the creative will be ever changing as we move through the seasons. We’re redefining the retail experience and inviting our community to truly be a part of our REFY World.”

Jenna Meek added, "We’ve been working on the REFY World because we want our customers to step into the life of REFY and not just shop our products. The Beauty Spot at Selfridges is our first venture into this world, and we started with the kitchen because it’s the heart of the home. We want our customers to immerse themself in REFY, to sit and experience the brand, understand our products and be a part of the lifestyle.”

REFY's commitment to simplifying beauty while offering high-performance, vegan, and cruelty-free products has earned them a loyal following. Their innovative approach, incorporating beneficial ingredients like Hyaluronic Acid, Niacinamide, and Peptides, ensures their products cater to all skin tones and types.

As Selfridges and REFY embark on this pioneering journey, beauty enthusiasts are invited to explore, experiment, and engage with the REFY World. With an ever-changing array of creative displays and interactive events, this residency promises to redefine the retail beauty experience, making it a must-visit destination for the summer.

For those eager to witness the fusion of creativity and community in beauty, the REFY Beauty Spot at Selfridges is an unmissable event, set to make waves in the industry and set new standards for experiential retail.