At the age of 14, Jenna Meek’s father asked her to outline her life ambitions. With unwavering determination, she wrote that she aimed to run a business valued at £2.1 billion. Meek, now 31, reminisces, “I have no idea why I even knew that a business could be worth that much.”

Her lofty goal now aligns with her targets for Refy, her cosmetics brand co-founded with Jess Hunt, a former model boasting two million Instagram followers. Refy, celebrated for its eyebrow gels and lip-liners, was launched in 2020, specifically targeting Gen Z consumers seeking user-friendly products.

Refy experienced a strong start, with the Manchester-based company’s sales reaching £24.8 million and pre-tax profits amounting to £8.9 million for the year ending August 31, 2023. The company has been propelled by partnerships with prominent retailers like Selfridges and Sephora and currently employs 70 people.

Jenna Meek attributes her financial acumen to her father, Shaun, who emphasized the importance of thriftiness during her upbringing in Bishop Auckland, near Durham. “I was always taught never to waste a penny,” Meek explains. “Growing up attending car boot sales, haggling prices down from 20p to 10p taught me about margins.”

Despite early entrepreneurial tendencies, the pressure of academic studies dampened her business aspirations. Meek later pursued international fashion marketing at Manchester Metropolitan University, where an internship at Hugo Boss in New York reignited her passion.

After returning to the UK and completing her studies, Meek secured product-development roles at Christopher Raeburn and Emilia Wickstead. In 2015, she joined Burberry but found the corporate setting uninspiring, leading her to establish her first venture, Shrine, while still working at Burberry.

Shrine began as an in-demand service applying glitter paint and jewels to festival-goers’ faces and bodies. Innovating within this space, Meek launched an all-in-one face jewels kit sourced from a factory on Alibaba, transforming the market.

Despite initial struggles, Meek secured listings with PrettyLittleThing and Asos. Topshop proved harder to convince until Meek successfully ran a pop-up service at their London flagship store. This resulted in high demand, further expanding Shrine’s reach.

As Shrine grew, Meek collaborated with celebrities like Paris Hilton and Kylie Jenner, enhancing their festival looks. Shrine’s peak performance hit £3.5 million in sales and £1 million in profits. “Work will never be as exciting as those days,” Meek admits.

This pace took its toll, leading Meek to pivot towards more sustainable products, like temporary hair dyes formulated with her new head of product development.

Earlier this year, Meek sold Shrine to focus on Refy, which launched with an eyebrow sculpt gel perfect after extensive product development. Co-founder Jess Hunt’s influence elevated the brand, quickly selling six months’ worth of stock in six weeks.

Refy has since expanded to about 20 meticulously designed products made in Italy, South Korea, and China, maintaining a focus on simplicity amidst an overwhelming beauty market. “Our ethos is simplicity,” Meek states.

Meek strategically declined a £10 million contract in the Middle East and a £7 million contract in Europe to focus on the US and UK markets, aspiring to be number one in Sephora.

The duo equally owns Refy, with Hunt continuing as the brand’s face. Meek acknowledges the challenges of scaling the business, particularly in hiring. “I’ve scrimped and saved, but if starting again, I’d expand staffing sooner.”

Juggling personal challenges, including her father’s recovery from a severe accident, has shaped Meek’s leadership style. Expecting her second child, she plans to move back to Manchester as her father continues to recuperate.

“Recent life events have made work a calm place,” she reflects. Prioritizing the well-being of her team, Meek concludes that “the numbers don’t really matter as much as a happy, productive team.”

High Five

My heroes … My mum and dad, Janette and Shaun, who always made me believe I could achieve anything.

My best decision … Hiring exceptional people and fostering a strong culture, which allows me to focus on vision. Contrary to popular belief, I don’t find it lonely at the top, thanks to a passionate team.

My worst decision … Not investing in staff sooner.

Funniest moment … When Shrine’s fake blood bags for Halloween exploded at DHL’s Manchester depot, causing a shutdown and police involvement because they thought it was real blood.

Best business tip … Hire individuals better than you, trust your vision, and don’t fear declining opportunities that don’t align with your goals. Follow your gut instinct.