REFY Beauty’s E-commerce Formula: 6 Lessons + Full Journey Map

Ecommerce isn’t easy. It’s tempting to focus all your energy on selling — more clicks, more conversions, more revenue. 

But the real magic happens when you step back and focus on the bigger picture: the experience. It’s all about crafting a seamless journey that not only sells but also builds trust, loyalty, and a real connection with your customers.

REFY Beauty gets this. Co-founded by Jess Hunt, REFY has gone from an idea to a multimillion-dollar global brand, all by doing more than selling. They’ve mastered the art of creating an experience.

In fact, REFY’s customer journey is so good that we decided to break it down and study it. 

And we’re here to share what we’ve learned with six key lessons plus a free full funnel breakdown expanding on their touchpoints. 

It’s your roadmap to making it all happen.

1. Start Strong: Solve Real Customer Problems

Great customer journeys start with solving real, everyday problems. The best brands don’t just sell products, they create solutions their audience actually needs.

REFY nailed this with their viral Lip Blush launch. It wasn’t just a trendy product; it solved a common frustration — offering customers a natural, low-commitment alternative to permanent lip blushing.‍

The tactic?‍

REFY made listening to their community their superpower. By using Jess Hunt’s social following as a live focus group, they shaped products based on real feedback. This not only made their launches a hit but also built serious trust with their audience.

Takeaway:

‍Listen to your customers. Their problems are your biggest opportunities.

2. Be Everywhere Your Audience Is

Meeting your customers where they spend their time is non-negotiable. A strong omnichannel strategy means showing up on the platforms your audience loves and speaking their language.

REFY achieves this by being present but understanding the engagement on each platform. For example, they use Instagram to showcase their premium, minimalist aesthetic and product storytelling, while TikTok is all about playful tutorials, behind-the-scenes moments, and viral trends. Each platform feels intentional and tailored to its audience.

The tactic?

‍REFY tailors content to fit the vibe of each platform. This balance between education, entertainment, and inspiration across platforms ensures their presence feels organic and authentic.

Takeaway:

‍Figure out where your audience hangs out and craft content that feels natural to them. Different platforms, different strategies — one size definitely doesn’t fit all.

3. Make Authenticity Your Superpower

In today’s world, user-generated content (UGC) is one of the most powerful ways to build trust because it lets your customers, and their honest experiences, do the talking.

REFY makes UGC the backbone of their strategy. Instead of relying on flashy campaigns, they gift products to micro-influencers and everyday users.

The result? Genuine, unscripted content that feels real. Their Lip Sculpt went viral not because of a big ad budget, but because real people put it to the test — and the results spoke for themselves.

The tactic?

‍REFY focuses on advocacy over polish. They trust their products to shine through authentic use, and that organic trust-building resonates with their audience.

Takeaway

‍Your customers are your best marketers. Give them the tools to share their real experiences, because nothing beats a story that’s genuinely told.

4. Turn Customers Into Advocates

Loyal customers are your secret weapon. Instead of focusing on flashy influencer trips or massive ad campaigns, brands can build something even more powerful: a community of advocates who genuinely love what you do.

REFY flipped the script with their Curators Program. By offering perks like workshops, early product access, and community events, they turned their most loyal fans into ambassadors. These advocates create authentic content and spread the word naturally, fueling a self-sustaining “flywheel” of growth that keeps attracting new customers.

The tactic?‍

REFY invests in relationships, not just reach. By focusing on their most engaged customers, they’ve built a community that markets for them, creating buzz without the big budget.

Takeaway:‍

Focus on long-term relationships over one-off campaigns. Your biggest fans can become your most effective marketers.

5. Create Community with Offline Experiences

Great ecommerce brands know that stepping offline can build stronger customer relationships. Pop-ups and events offer a personal way to connect with your audience and bring your brand to life.

The tactic?

‍REFY did this by creating immersive spaces that reflect their minimalist values. From their first London pop-up in 2021 to “REFY The Studio” in 2023, featuring wellness classes like yoga, they’ve used offline touchpoints to tie their products to a larger lifestyle. 

During Fashion Week 2024, they pushed this further with “The Exhibition,” showcasing their brand ethos through interactive experiences.

Takeaway:

‍Use offline experiences to strengthen your brand story and make lasting connections with your audience.

6.  Align Website Experiences with Social Content

Your website should guide customers from interest to purchase, mirroring the tone and values of your social content. A strong digital experience reassures and empowers customers to take action.

The tactic?‍

REFY’s product-focused landing pages do exactly this. Tutorials, visuals, and clear product benefits highlight how their items enhance natural beauty. 

Tools like the intuitive Shade Finder and curated UGC showcase real results and diverse skin tones, reflecting REFY’s focus on accessibility and authenticity. Real customer reviews add another layer of trust, making purchasing decisions easy and confident.

Takeaway:‍

Ensure your website builds on the story your social content tells. Use tools, visuals, and authentic reviews to create a smooth, confidence-inspiring journey.

From REFY to Results: Take These Lessons to the Bank

REFY Beauty reminds us of a hard truth: success in ecommerce isn’t just about what you sell, it’s how you guide your customers every step of the way. 

From solving everyday pain points to crafting a checkout experience that feels effortless, REFY has set a new standard for what a customer journey can be.

What makes their strategy so powerful is its simplicity. Every touchpoint feels intentional, every step of the journey feels seamless, and every customer feels seen. It’s a blueprint for creating not just customers but loyal advocates who return, recommend, and rave about your brand.

Want the full picture? Get the full breakdown for an exclusive behind-the-scenes look at REFY’s complete customer journey. Packed with screenshots, detailed analysis, and even more takeaways, it’s your go-to resource for turning strategy into action.

Ecommerce is hard, but it doesn’t have to be complicated. REFY shows us how.