Refy, Set, Glow: CEO Jenna Meek On Building The Beauty Brand On Everyone’s Lips
Jenna Meek on building the beauty brand everyone – and their algorithm – is talking about
I didn’t quite anticipate the reaction when I mentioned to a friend that I was on my way to interview Jenna Meek. ‘Refy Jenna?’ they replied instantly. ‘As in Jenna and Jess?’ It was a reminder that while I may not spend hours scrolling TikTok, the beauty world certainly does – and Refy’s co-founders have become some of its most recognisable names. What Jenna Meek and Jess Hunt have built with Refy feels refreshingly modern: a beauty brand that encourages women to work with, rather than against, their natural features.
In Dubai to continue expanding the cult beauty brand’s presence in the region, Jenna arrived with her entire family in tow – husband, children and in-laws included – balancing work commitments with time to enjoy the city together. Sitting across from Jenna, there’s little of the high-gloss bravado you might expect from the woman behind one of the beauty world’s most talked-about brands. The Refy co-founder and CEO is warm, precise and quietly self-assured – more interested in functionality than fanfare, which perhaps explains why the brand has resonated so powerfully with a generation increasingly fatigued by overcomplicated beauty rituals.
The idea for Refy was born in 2020 after Jenna met Jess on set and watched her extensive eyebrow routine unfold – multiple products, brushes, gels and waxes layered with precision. Surely, they thought, there had to be a simpler way. That instinct became Brow Sculpt, Refy’s now-signature product, developed in just three months and met with instant demand. It sold out almost immediately, reportedly amassing a waiting list of more than 100,000 overnight.
What began as a team of five has since evolved into a global company of more than 150 employees, with Refy emerging as one of the defining beauty brands of its generation. Industry accolades have followed, but the recognition Jenna speaks about most proudly is Refy being named by The Sunday Times as one of the UK’s Best Places to Work – twice. “There are so many brands that look amazing on the outside, but not when you dig underneath,” she says. “I want to make sure we look as shiny on the inside as we do on the outside.” She smiles while recalling feedback from new hires: “Oh my gosh, everyone’s so nice. We’ve made a huge effort to only hire really kind, good humans. And it makes such a difference.”
When Refy launched in Dubai Mall in January 2026, close to 10,000 people showed up – a turnout that surprised even the founders. “It was a lot busier and crazier than we anticipated,” Jenna says. “But the buzz was amazing. People were so excited they could finally shop us here in the Middle East.” Now, Refy is expanding its complexion category with the launch of its new Watercolour Blush and Bronzer – sheer, skin-first formulas designed to deliver that elusive no-makeup makeup finish. The cushion compact marks a first for the brand: soft and spongey to the touch but designed to melt seamlessly into skin in seconds using the newly redesigned Duo Brush 2.0. The blush launches in three shades and the bronzer in five, with skincare-infused formulas that prioritise hydration and ease over heavy coverage. “We already have cream bronzer and cream blush in the range, but this is a completely new format for us,” Jenna explains. “It’s really hydrating, really skincare infused, and you don’t need much product at all. It’s very pigmented. I use it on my cheeks and on my lips too.”
At a time when beauty trends still swing between extremes – overlined lips, sculpted cheekbones and full-face contouring – Refy’s ethos feels almost rebellious in its restraint. And contouring, Jenna admits, is practically a dirty word at Refy HQ. “We hate the word contour,” she laughs. “We don’t reshape your nose. We just don’t do that. You’re incredible – let’s embrace you. Look like you.”
Lead Image Credit: The fresh faces of Refy
Images Supplied
From the Harper’s Bazaar Arabia June 2026 issue