Beauty
It is a truth universally acknowledged in the beauty industry that a launch from REFY is never just a product drop; it is a recalibration of the routine. Since 2020, co-founders Jess Hunt and Jenna Meek have quietly amassed a beauty behemoth under the guise of simplicity, stripping back the superfluous to leave only what works. Now, with the unveiling of Skin Base, they are turning their discerning eye—and that of their million-strong community—to the final frontier of makeup minimalism: the base.
The brand has officially unveiled what might be its most intuitive offering yet. In a market where the complexion category has become paradoxically overcrowded and overcomplicated, Skin Base arrives as a solution. It is a “skincare-first skin tint,” a hybrid formulation born from a direct line of feedback from the REFY community. The brief was clear: women wanted something that felt like skincare, looked like skin, and removed the guesswork. And guesswork, in 2026, is a luxury no one has time for.
What sets Skin Base apart is its architectural integrity. The formula, rooted in Korean skin-finish technology, boasts a gel texture that melts upon contact with the skin. It refuses to commit to the tired extremes of the beauty spectrum—never too glowy, never too matte. Instead, it delivers what the brand terms a “true-skin finish.” Balanced. Healthy. Alive.
The magic lies in how it adapts. The formula is anchored by Inclusion, a plant-derived extract that acts as a chameleon for the complexion, intuitively responding to the wearer’s tone, type, and age. It works in tandem with Hyaluronic Acid for deep hydration and a patented Second-Skin Pigment Technology—flexible film formers that move with the micro-expressions of the face, ensuring zero caking, zero heaviness, and all-day comfort.
Clinicals back the feeling: 100% of users in a study of 30 participants agreed their skin felt instantly hydrated, with 96% noting a smoother, more even, and radiant appearance. After four weeks, hydration was clinically proven to boost by up to 36%.
True to REFY’s DNA of first-to-market innovation, Skin Base debuts with an industry-first component that changes the physical act of application. Frustrated by the mess and waste of traditional dispensing, the brand has engineered a built-in priming palette paired with a precision push-pump system. Inspired by the techniques of professional makeup artists—who know that a primed brush is the secret to a seamless finish—this mechanism allows users to dispense the exact amount needed and work the product into the bristles before it ever touches the face.
The routine, as outlined by the brand, is elegantly simple. Push to dispense onto the built-in palette, prime your REFY Complexion Brush and buff across the skin, layering where desired.
The Founders’ Vision
For Jess Hunt, this launch is the culmination of a conversation that has been ongoing since the brand’s inception. “This year, we have continued to stay true to our mission in simplifying routines that you didn’t even know could be simplified,” Hunt explains. “Skin Base is an example of developing a product that has been directly influenced by the needs and wants of our diverse Community. An essential step in your beauty routine that until now, has been missing.”
REFY’s Jess Hunt on the power of pared-back beauty as the brand debuts in the Middle East
Jenna Meek having solidified her status as a formidable voice in modern entrepreneurship, echoes the sentiment with a focus on the intimate relationship between product and user. “We have always believed you shouldn’t need layers of makeup to feel your best,” Meek adds. “We truly believe we have created something that feels like it was made just for you.”
REFY Skin Base will be available in 18 inclusive shades, priced at 150 AED. It launches globally on refybeauty.com on March 24th at 9 AM BST, rolling out to SEPHORA Middle East in-store and online on April 2nd.
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