Beauty brand Refy moves into lifestyle

It’s usually the case that lifestyle brands launch into beauty. But not in the case of Refy. The fast-growing beauty brand has launched an exclusive limited edition collection of lifestyle pieces under the Refy Curated label, along with the debut of its first mascara, Lash Sculpt.

And to introduce the range, Refy’s opening a pop-up concept store in Covent Garden, with ‘The Exhibition’ appearing across 16-28 February.

Refy Curated is a collection of “high-quality, luxury pieces”.

Under the recent hire of Danielle Culligan, former Head of Design for Christopher Kane, Refy said it has worked with chrome and metals that “explored how these can be shaped to go beyond their reflective properties to create accessories that are, in themselves, pieces of art”.

The collection also contains shirts and sweats made from luxe fabrics and vests and dresses woven from bespoke, recycled materials. Consisting of ready-to-wear, couture and bespoke pieces, featured items include a cutout coat, a black dress and a one-of-a-kind hand-made metal dress.

The space will also feature the brand’s latest campaign, ‘You Are The Art’, described as “an exploration of the human form and the inspiration behind the curve of its Lash Sculpt applicator, as well as the development of Refy Curated”. 

It will be an immersive experience “with the customer becoming the art themselves, we’re told.

“The space goes beyond a celebration of beauty, taking its visitors on a journey into the intersection of wearable art and innovation, bringing luxe fashion and lifestyle pieces together in this capsule collection that are designed to adorn the body or elevate your lifestyle, empowering you to be your most confident self”. 

Refy founder Jess Hunt said: “Our creative and campaigns have always been so much more than just a beauty shoot, they always embody the complete Refy lifestyle. Curated is bringing that… aesthetic into real life and allowing our customer to be fully immersed in the brand.’’