REFY

Jess Hunt was a British beauty creator with millions of Instagram followers. When she launched a makeup brand in 2020 focused on a single unexpected product category. Brow Sculpt, Hunt had built her Instagram audience through brow tutorials and makeup content through the late 2010s, reaching more than two million followers by 2020. Rather than launching a broad cosmetics range, she narrowed the initial product collection to brow specific skews, led by Brow Sculpt, a tinted brow gel that set her upright in a preferred laminated shape. The launch range also included a brow pencil, a pomade and simple color pallettes, all designed specifically for the brow styling aesthetic her audience followed her for. The narrow category launch aligned the brand's economics with its audience. Hunt's followers came to her for brow tutorials and brow inspiration, which meant every new customer acquired through her existing content had already demonstrated interest in the specific product category ref I was selling.