Welcome back to The Align Edit: an exclusive series from our favorite lifestyle creators & wellness experts to help you ALIGN with your highest potential.
This week, we welcomed our friend Jess Hunt, Co-Founder and Creative Director at REFY, to share her blueprint for building an empire at the intersection of beauty and business. Whether she’s launching best-in-class products that stand out on the shelf, or hosting memorable community events people can’t stop talking about, Jess’s mantra for life is to SIMPLIFY.
Go back to the basics. Create products that actually solve a problem. Choose consistency over perfection.
This is what is looks like to build a beauty house (and a lifestyle) that feels sustainable, innovative and unmistakably yours →
SIMPLIFY
with @jesshunt2
What’s your favorite arrae product and why?
Jess Hunt: It’s so hard to choose just one, so I’m picking two (please forgive me!). My favorites are the Tone Creatine Gummies and Bloat.
What I love so much about arrae products is that they simplify nutrition. I find supplements can be quite intimidating and isolating with all of the health jargon surrounding them and find it difficult to navigate the shelves and find something that actually works for me. Arrae products quite literally do what they say on the bottle.
I have seen a noticeable difference since using the Tone Creatine Gummies and they amplify the work that I’m already doing with my fitness journey. Bloat is also perfect for me and my schedule, especially with regular travel that interrupts my usual routine where I may be eating out in restaurants more and they help counteract the bloating from flying.
I love how convenient they are, and they support strength, energy, and overall performance without feeling like another chore! I can trust that the ingredients are clean and the products are so easy to incorporate into my daily routine, rather than upsetting it. This is super important to me and my wellness routine!
To elevate our lives, we have to let go of the old stories, habits, and beliefs that are weighing us down. What are a few things you’ve surrendered lately to align with your highest self?
Jess Hunt: I’ve been letting go of the need to control everything and the belief that I have to do it all myself. It’s allowed me to trust my intuition more, lean into the people around me, and create space for growth both personally and professionally.
I’ve also implemented a healthier work–life balance. I put my laptop away at the end of the working day and don’t touch it again until the next morning. It may seem small, but it’s helped me clearly separate my working day from my own time in the evenings.
I’ve also been releasing perfectionism and the pressure to always be “on.” Allowing myself rest, setting boundaries, and creating moments of stillness has helped me feel more aligned, present, and connected.
Fill in the blanks: I used to think that being a founder would look like ____, but now I’ve realized that it looks like _____.
Jess Hunt: I used to think that being a founder would look like always having the answers, but now I’ve realized that it looks like listening, learning from others who are leaders in what they do best, and growing alongside our community and the team.
You’ve openly shared about your wellness journey, including skin struggles and hormonal imbalance. What small shifts helped you come back to alignment?
Jess Hunt: When it comes to balancing my hormones it wasn’t one quick fix. It was about listening to my body and building sustainable routines like prioritizing sleep, managing stress, increasing my water intake and nourishing my body properly. I’ve learned that wellness routines aren’t about perfection or restriction, but about consistency, patience, and checking in with yourself regularly.
On days when I need a little extra boost, REFY comes to the rescue of course! Making time to do my skincare routine and makeup always makes me feel like my most confident self.
Tell us a little bit about the incredible community you’ve built at REFY. What are your best tips for hosting memorable community events and building a loyal audience?
Jess Hunt: The REFY community has been at the heart of everything we do since day one. It’s made up of people who genuinely care about REFY, but more importantly, about how they feel when they’re part of it. From the very beginning, we’ve focused on building real relationships, and that’s shaped a community that feels supportive, inclusive, and genuinely connected.
When it comes to our community events, we always lead with intention. Every touchpoint is carefully thought through, with the aim of creating environments where our community feels relaxed, listened to, and truly appreciated. For me, what matters most is how people feel when they leave, that’s what makes an experience memorable and builds lasting connection.
Walk us through your AM routine: skincare, makeup, and the rituals you’ll never skip before starting your day.
Jess Hunt: My mornings are all about movement, simplicity, and setting the tone for the day. I usually start with a workout from home, Pilates by Bryony is my go-to. It allows me to move my body while being mindful, expressing gratitude, and helping to restore my nervous system. My workout is then followed by a walk outdoors to get some fresh air. This is a non-negotiable for me and sets me up perfectly for the day.
When it comes to skincare and makeup, I keep it minimal but intentional. Skincare is always REFY Face Cleanse and Face Sculpt. My skin has truly thanked me for simplifying my routine, and it shows!
Even if I’m staying at home, this makeup routine always makes me feel my most confident. I start with the REFY Glow and Sculpt Primer, use Brow Tint for my brows, and finish with Lip Gloss and a little Malaya Cream Blush.
Before I start work, I always have my morning coffee and take my vitamins and Arrae supplements. It helps me feel balanced and ready to take on the day. It’s a simple morning routine, but it’s perfect for me!
What’s one REFY product you’re the most proud of? What are your ‘North Star' guidelines when it comes to product innovation and deciding what to launch next?
Jess Hunt: One REFY product I’m most proud of is the Brow Sculpt. It was our first launch and really set the tone for everything that followed, not just in terms of product, but in how we approach innovation. It solved a real problem in a simple, effective way and showed us the power of listening to our community and building with intention.
When it comes to deciding what to launch next, our North Star is always the same: what are we actually trying to fix? Every product starts with a genuine need. We look at whether it adds real value to someone’s routine, whether it simplifies that step, has innovation at the forefront, and aligns with our values and long-term vision. If it doesn’t meet those standards, we don’t rush it.
What are your top three tips for someone looking to build a timeless brand?
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Build with intention
Trends come and go, but a strong brand is rooted in clear values, purpose, and a deep understanding of who you’re building for. If every decision comes back to that, the brand can evolve without losing its identity.
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Put feeling at the center of everything.
From product to communication to experience, focus on how people feel when they interact with your brand. When you can make people feel confident, understood, or empowered, it creates longevity beyond any single product or moment.
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Find your purpose - what are you trying to fix?
Understanding the real problem you’re solving gives your brand direction and meaning. When purpose leads, everything from product development to communication becomes more intentional and resonates on a deeper level.
If you could go back 5 years and share one piece of advice with your younger self, what would you say and why?
Jess Hunt: I’d tell myself that I don’t need to know everything. Once I realized that not having all the answers was okay, I was able to let go and take the pressure off myself. I became clearer on what I’m good at and what I bring to REFY, and everything changed from there.
Hiring people who are the best in their field is what has shaped REFY into what it is today. Surrounding myself with experts and trusting them has been one of the most important lessons
What’s been your favorite reframe that’s opened up more freedom in your life recently?
Jess Hunt: As a founder, I naturally strive for everything to be done to the highest standard, and our team plans carefully to give every initiative the best possible chance of success. That said, some of our most impactful campaigns and community moments have come from unexpected opportunities and happy accidents.
By leaving space for inspiration and serendipity, that’s often where the real magic happens. I’ve learned to reframe “this isn’t going to plan” as “this is an opportunity for learning and unexpected wins”. That shift has helped me to loosen my grip on control and approach each moment with openness, taking things as they come!
