Guava is the new black.
“If I like it, I’m gonna get it in another color.” It’s a mantra that resonates with many women, myself included. When I find a pair of jeans that fit just right, a hoodie that stays soft through multiple washes, or a lipstick that lasts all day, you bet I’m buying it in at least three different shades. From clothes to makeup, I tend to go all in when I find a product I really like.
REFY, a relatively new brand on the scene, has taken note. This summer, the brand introduced its best-selling Lip Blush, Lip Gloss, and Cream Blush in two new, limited-edition colors: Guava and Papaya. These shades are universally flattering, buildable, and easy to wear. Plus, they can be purchased individually or as part of a set, offering the flexibility to suit any routine.
The Shades
Papaya: A warm, bright orange, perfect for adding a sun-kissed glow
Guava: A vibrant, fuchsia pink that brings a playful touch to any look
The Products
Lip Blush: A sheer, tinted blurring balm that adds a subtle blush of color
Lip Gloss: A high-shine, non-stick lip gloss that helps nourish and smooth the lips
Cream Blush: A cream-based blush that delivers highly pigmented, buildable coverage
REFY carved a niche for itself in the beauty space by prioritizing simplicity and efficiency. The brand has a highly curated product range that focuses on just the essentials. So it makes sense that, instead of introducing a new product, they’d choose to expand their existing offerings in new shades.
This campaign is all about tones and textures, and REFY’s visuals did not disappoint. It’s not often that something on Instagram stops me in my tracks, but this feed is what a marketer’s dreams are made of.
The vibrant colors stand out beautifully against REFY’s typical neutral aesthetic, showcasing the power of good creative direction. Even the user-generated content is chosen so thoughtfully that it blends in seamlessly with the brand’s content. And while we can all agree the photos are stunning, they’re not just pretty — they’re pretty damn good. It’s a captivating feed that underscores both style and substance.
Close-up shots showcase rich hues and dreamy formulations. Lifestyle images feature Aperol spritzes, colorful bikinis, and tropical fruits — pops of juicy oranges, bright pinks, and warm corals. Model portraits contrast the highly pigmented shades against fresh-faced makeup, creating striking yet natural looks.
REFY’s summer launch is a masterclass in color and creativity — and we should all be taking notes. This is how you use color to stand out and effectively market your products.
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