For months, French makeup fans have seen the same creamy beige tubes, laminated eyebrows and ultra-defined nude lips parade on TikTok, without being able to easily find them in stores. Behind this signature look is the British brand REFY, popular in the United Kingdom, which has built its success on simple, natural and ultra accessible everyday makeup. Good news for all those who were already filling their baskets on foreign sites: the brand is finally officially arriving in France.
Founded in 2020 by Jess Hunt and Jenna Meek, REFY will be available at Sephora France since August 17, on the brand’s website and in a selection of stores, as announced by Vogue France and Cosmopolitan. Jess Hunt and Jenna Meek sum up their ambition in one sentence:
“Simplify beauty routines while maintaining a high level of efficiency”they explain, in a very minimalist vision of makeup. For French consumers, the challenge is clear: finally have easy access to these products that everyone is talking about.
REFY at Sephora France: launch date and stores concerned
Concretely, from August 17, the REFY range arrives on Sephora.fr, then in a selection of physical points of sale in France. Cosmopolitan explains that there will no longer be any need to place orders abroad to test the brand: it will be enough to add your products to the basket in a few clicks, or to swatch them directly in store when it is offered. Initial stocks remain limited, which is already fueling the fear of a rapid shortage around best-sellers.
According to Cosmetics Business, the partnership between REFY and Sephora also plans a deployment in stores across Europe, with an announced entry into 57 points of sale in 13 countries from August 31.
For France, this translates into a presence first online then a gradual arrival in selected stores of the brand. Before traveling, customers should therefore check on the Sephora website if their usual store is part of this first wave.
Why REFY is already attracting English women before its arrival in France
Vogue France presents REFY as one of the British’s favorite brands, thanks to intuitive and easy-to-use makeup products every day.
Cosmopolitan highlights a refined routine that enhances features without overloading, in line with the less is more trend. The formulas, vegan and fragrance-free, are enriched with care active ingredients such as hyaluronic acid, niacinamide or peptides, which allows you to apply makeup and pamper the skin at the same time.
The REFY bestsellers to watch out for when arriving in France
Among the essentials already spotted by Vogue France and Cosmopolitan, the Brow Sculpt eyebrow gel is a cult product, with its three-in-one applicator which allows you to sculpt, structure and fix eyebrows. On the complexion side, the Blush Crème and the Bronzer Crème provide a very natural healthy glow, while the Lash Sculpt Mascara separates the eyelashes one by one and the long-lasting lip pencil Lip Sculpt promises a lip combo that lasts all day.