SoFire’s Hot Campaigns: “Iconic Never Gets Old” How REFY’s Latest Campaign Is Rewriting Beauty Norms and Influencer Strategy

Beauty and wellness campaigns have long centred influencers with glassy skin and “perfect” features. However, REFY Beauty has launched its new, refreshing Iconic Never Gets Old campaign, spotlighting older women confidently doing their own makeup, in their own voices.

Rather than placing “mature” faces in the background or ticking diversity boxes, REFY positioned them as protagonists. These women aren’t styled to look younger, nor cast as wise observers in someone else’s beauty story. It’s them who are the centrepiece. And for the influencer marketing world, this is a moment of culturally intelligent, emotionally resonant brand-building.

What makes this campaign a 10/10? So much - let’s get into it.