By Amy Jones
You know how every beauty brand ever is suddenly “all about community”? Cute. But also… convenient. It’s the 2020s. Of course they’re going to throw around words like authentic and inclusive and community-driven. That’s just how marketing works now. But here’s the thing: most of them don’t actually do it. They just slap it on a slide deck and move on.
Refy, though? Refy’s different. It’s the one brand that actually gets it. And more importantly, it doesn’t try too hard while doing it.
They actually talk to people. Like, properly.
Go on their Instagram and scroll through the comments. They’re not just dropping random heart emojis and peace signs. They reply to real people. They answer questions. They have a back-and-forth. And not in that creepy, overly-friendly “hey babe!” way that screams intern with a script. It feels natural. Like a mate who happens to have really great cream blush.
And when Refy posts, it’s not just “Buy this now” energy. It’s “Here’s something we made, we love it, what do you think?” That’s rare.
No mystery. No BS.
You ever try to find the ingredients list or shade swatches for some brands and feel like you’re cracking a secret code? Not with Refy. Everything’s clear. Everything’s upfront. They show their products on real skin, in real light, on real people. Not just models named Aspen with glass skin and no pores.
They don’t hide the mess. If a product doesn’t work for someone, they don’t pretend it didn’t happen. They repost honest reviews. They welcome feedback. And they don’t go radio silent when someone’s got a complaint.
People help shape the brand
Here’s where it gets clever. Refy actually involves the people who buy their products in making their products. They do Q&As. Ask for feedback. Let their community vote on shades and textures. It’s like being on the product development team, except without the boring meetings and bad coffee.
And when something goes viral (because let’s face it, it always does), it’s not just because they paid five influencers with 12 million followers. It’s because people genuinely like what they’re doing. And want to be part of it.
It doesn’t feel forced
That’s the key thing. Nothing Refy does feels like it came from a “how to build community” LinkedIn post. They’re not shouting “diverse and inclusive” while only showing one skin tone. They’re not pretending to care while quietly disabling comments. They’re not launching collabs with people no one asked for.
Everything they do has that “you had to be there” vibe. Not exclusive. Just… cool. Like they’re building a world, not just a product line.
Bottom line?
Refy doesn’t just sell makeup. It sells a feeling, like you’re part of something that actually values your opinion. And in an industry that’s usually too busy chasing trends to care about people, that’s what makes them different. Other beauty brands talk about community. Refy built one.