This weekend Refy is betting on health and wellness with its London-based pop-up.

From Thursday to Sunday, the brand will likely be hosting guests at its first lifestyle-centric concept called The Studio situated within the Soho neighborhood of London. The brand first took to the brand new social media platform Threads to announce the pop-up.

While Refy could also be known for its cosmetic products, including its bestselling product Brow Sculpt, $24, which went viral on TikTok, cofounder Jess Hunt said that health and wellness have at all times been at the middle of the brand.

“Refy was born throughout the pandemic. We were at all times very much a social native brand,” said Hunt. The #RefyBeauty hasthtag on TikTok has greater than 200 million views.

“We now need to attach with our amazing community and really do some things in real life and share that Refy lifestyle,” Hunt continued. “We would like to herald that whole element of like, ‘your makeup’s done. It takes 10 seconds and you then can just get into living your life.’ I feel like all the ladies in the meanwhile are so into their wellness.”

“Our products are only one a part of a much bigger mixture of tools our customer uses to facilitate their lifestyle and by tapping into different elements like wellness we’re almost showing how we fit as a brand into their every day lives beyond the Brow Sculpt of their makeup bag,” said Refy cofounder Jenna Meek.

Pop-up visitors will have the opportunity to join an array of wellness-centric sessions, including Pilates, yoga and sound healing sessions.

“I feel like I’m the client and just with the ability to speak to our community and get a gauge on what they like is de facto good, obviously when the 2 match up and that was the case with the Pilates and the yoga classes that we wanted to rearrange,” Hunt told WWD. “One in every of the values for Refy is to encourage you to be your most confident self.”

In keeping with Hunt, these classes have sold out and the brand expects to welcome greater than 240 people throughout the pop-up. Ahead of the opening on Thursday, the brand will host greater than 100 influencers and press members on Wednesday. There will even be an on-site coffee bar where attendees may enjoy iced vanilla matchas or iced coffees.

Because the brand has previously hosted other pop-up events, Hunt said Refy consumers have taken to social media to request additional locations. She hinted at a Recent York City-based pop-up coming this fall.