Refy leverages community insights for new complexion launch
Beauty brand Refy is expanding further into the complexion category with the introduction of Skin Base, a new skincare-infused skin tint.
Since its founding in 2020, Refy has built its brand around a streamlined approach to beauty, focusing on products intended to enhance natural features rather than create multi-step makeup routines.
With Skin Base, the company continues that approach, positioning the product as a hybrid between skincare and complexion makeup.
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According to the brand, the development of Skin Base was driven by feedback from its community. As the complexion category has grown increasingly crowded, Refy says it aimed to create a product that delivers a natural-looking finish while simplifying daily makeup application.
It features a Korean-formulated gel texture, with a finish described as balanced - neither overly luminous nor matte - designed to mimic the appearance of natural skin. The formula offers buildable coverage and is available in 18 shades.
The product also incorporates several skincare-focused ingredients, including Inclusium, a plant-derived extract intended to adapt to different skin tones, types and ages while supporting hydration, radiance and skin barrier strength.
In addition, Skin Base uses what Refy describes as Second-Skin Pigment Technology, designed to create flexible film formers that move with the skin for comfortable, long-lasting wear.
Packaging is another point of differentiation, with a built-in priming palette and precision push-pump, letting users dispense a controlled amount of product.
Inspired by techniques used by professional makeup artists, the priming palette allows brushes to be evenly coated before application, which the brand says helps create a more seamless finish.
Commenting on the launch, co-founder Jess Hunt said: "This year, we have continued to stay true to our mission in simplifying routines that you didn’t even know could be simplified.
"Skin Base is an example of developing a product that has been directly influenced by the needs and wants of our diverse community. We are so excited to introduce a product that has been long in the making, an essential step in your beauty routine that until now, has been missing."
Refy, founded by Hunt and Jenna Meek, launched with the aim of simplifying beauty routines in a market characterised by a wide range of complex product offerings.
Across its product range, the brand incorporates skincare-inspired ingredients such as hyaluronic acid, niacinamide and peptides, with products developed to suit a wide range of skin tones and types.
The launch of Skin Base marks the brand’s latest move in expanding its complexion portfolio while maintaining its focus on streamlined beauty routines.
