Thanks to an army of celebrity fans, high-performance formulas and a commitment to constantly innovate, REFY may have only launched in 2020, but it's already achieved global cult status.
We've never met a REFY product we didn't form an unhealthy attachment with.
Now, they REFY is officially the first brand to board Selfridges' new experimental retail concept named The Beauty Spot, a dedicated place in-store where customers can explore the viral brand at a deeper level.
Named REFY World, REFY'S beautiful space draws inspiration from a kitchen ('the place where people feel most comfortable', notes co-founder, Jess Hunt) and will be home to many exclusive events, and limited-edition drops during its four-month residency.
To celebrate the launch, Jess Hunt was joined on a panel alongside co-founder Jenna Meeks to talk through what we can expect from the brand in the upcoming months. Spoiler alert: some new products are dropping very soon.
We caught up with Jess and asked her what her favourite ever REFY product is (if she had to choose!!!) and we were surprised to learn that it's not the Brow Sculpt - aka, the product that put the brand on the map and counts everyone from Bella Hadid to Molly-Mae Hague as fans.
The Lip Blush in Amber? The Cream Bronzer? The newly-launched Lash Sculpt Mascara? We must know immediately.
Jess Hunt shared, "I think I'd have to go for the REFY Lip Gloss in clear. I don't know if everyone knows this, but it has all of the benefits of a lip balm and it's so hydrating on the lips. I can wear it on a no-make-up day, I'm wearing it right now.
"It is such a beautiful formula, the applicator has a metal tip so it's such a soothing, gorgeous self-care experience. So yeah, would say my lip gloss."
www.selfridges.com
It's extremely versatile, surprisingly hydrating and delivers a mega-watt shine with a single swipe, so come to think of it, it makes total sense.
The REFY Lip Gloss has been rated five stars on the Selfridges website with fans calling it "the best lip gloss I've ever purchased" with one chuffed customer pointing out how you 'get a good amount of gloss in the tube' meaning it's surprisingly affordable, too.
Brb, off to buy at least four of 'em.
Aimee Jakes is the shopping editor across heat and Closer. As well as mainly writing about skincare launches, high-street fashion and gym bag essentials, she also regularly chats with celebs about their wellness routines for heat's Self-Care Sunday.