Securing a feature in Refinery29—known for its progressive, trendsetting audience—can elevate your brand’s visibility, credibility, and sales. With a focus on inclusivity, social justice, and cutting-edge style, Refinery29 is a go-to destination for millennial and Gen Z shoppers. But how do you position your product to stand out in this competitive space?
Here’s your roadmap to landing a coveted spot in Refinery29’s shopping guides, trend reports, and inspiring stories.
Why Refinery29 Matters for Your Brand
Refinery29 isn’t just a media outlet—it’s a cultural movement. Its audience craves authenticity, diversity, and innovation. A feature here can:
- Drive direct sales from socially conscious shoppers.
- Amplify your brand’s values (e.g., sustainability, inclusivity).
- Spark viral moments through shares on social media, where Refinery29’s audience is highly active.
But to win over their editors, you need to align with their mission: “To empower women to feel their best, live their values, and create a more equitable world.”
Step 1: Understand Refinery29’s Audience and Ethos
Refinery29’s readers are primarily women aged 18–35 who prioritize:
- Inclusivity: Products for all genders, sizes, skin tones, and abilities.
- Sustainability: Eco-friendly, ethical, and cruelty-free brands.
- Social Impact: Brands that give back or advocate for causes.
- Trends with Substance: Bold fashion, innovative beauty, and wellness products with a story.
Actionable Tip:
Study Refinery29’s popular shopping verticals:
- Shopping: Affordable luxury, seasonal guides, and “under $50” roundups.
- Beauty: Clean products, BIPOC-founded brands, and viral TikTok trends.
- Money Diaries: Budget-friendly finds.
- Fitted: Everything fashion and trends.
If your product champions diversity, sustainability, or affordability, you’re on the right track.
Step 2: Craft a Story That Aligns with Their Values
Refinery29 prioritizes storytelling over sales pitches. Frame your product around one of these angles:
A. Social Impact
Do you donate a portion of profits to charity? Support marginalized communities? Lead with that.
Example: The haircare brand Pattern Beauty (by Tracee Ellis Ross) emphasizes representation for textured hair, earning frequent Refinery29 coverage.
B. Founder’s Journey
Is your brand founded by a woman, BIPOC, or LGBTQ+ individual? Share your origin story.
Example: Parade, a sustainable underwear brand founded by a woman, gained traction by highlighting its size inclusivity and eco-friendly materials.
C. Trend Relevance
Tie your product to a cultural moment or rising trend (e.g., “quiet luxury,” “skinimalism,” or “gender-neutral fashion”).
D. Affordability
Refinery29’s audience loves stylish yet budget-friendly finds—think “Under $100” or “Dupes” roundups.
Step 3: Build Relationships with Refinery29’s Editors
Editors receive hundreds of pitches daily. Stand out by:
A. Identifying the Right Contacts
- Research writers and editors for specific sections (e.g., Beauty, Shopping, Sustainability).
- Use Media Leads or Media Lists to find email addresses.
- Follow them on Twitter/Instagram to learn their interests.
B. Engage Authentically
- Comment on their articles or social posts.
- Share their work with your network (tag them!).
C. Partner with Influencers
Refinery29 often features products loved by micro-influencers. Collaborate with creators who align with their ethos.
Step 4: Perfect Your Pitch
Refinery29’s editors want concise, visually appealing pitches. Here’s how to nail yours:
A. Subject Line
Keep it catchy and clear:
- “Sustainable Activewear Brand Founded by Latina CEO Seeks to Disrupt Fast Fashion”
- “Inclusive Makeup Line for Dark Skin Tones: Exclusive Launch Preview”
B. The Body
- Lead with your hook: Lead with your social impact, founder story, or trend angle.
- Explain the “why”: How does your product empower Refinery29’s audience?
- Include visuals: Attach high-res photos (diverse models preferred!) and a link to your press kit.
- Offer exclusivity: Editors love breaking news (e.g., a product launch or limited-edition drop).
C. Follow Up (But Don’t Spam)
If you don’t hear back in 10–14 days, send a polite follow-up:
“Hi [Name], I wanted to revisit my email about [Product]. I’d love to share samples or send you more info!”
Step 5: Submit to Refinery29’s Shopping Guides and Features
Refinery29 regularly curates product roundups. Increase your chances by:
- Pitching for seasonal guides: Submit holiday, back-to-school, or summer essentials 3–4 months in advance.
- Targeting recurring features:
- “The Best Things We’ve Bought This Month”
- “Affordable Luxuries Under $50”
- “Sustainable Brands to Shop Now”
- Leveraging data: Share customer testimonials or waitlist numbers to prove demand.
Success Stories: Brands That Cracked the Code
- Glossier
- Strategy: Built cult-like buzz through Instagram and positioned itself as a “no-makeup makeup” pioneer.
- Result: Featured in countless Refinery29 beauty guides.
- Bombas
- Strategy: Highlighted their “Buy One, Give One” model and cozy, inclusive designs.
- Result: Included in “Best Socks for a Cause” roundups.
- Thrive Causemetics
- Strategy: Emphasized vegan formulas and donations to women’s charities.
- Result: Regularly featured in Refinery29’s clean beauty coverage.
Avoid These Common Mistakes
- Ignoring inclusivity: Refinery29 prioritizes diversity in product imagery and messaging.
- Overlooking sustainability: Even if you’re not 100% eco-friendly, highlight steps you’re taking.
- Being too salesy: Focus on storytelling, not discounts.
Final Checklist Before Pitching
- Does my product align with Refinery29’s values (inclusivity, sustainability, social impact)?
- Have I identified the right editor/section?
- Does my pitch include a strong hook and high-quality visuals?
- Am I prepared to send samples immediately if requested?
What to Do After You’re Featured
- Promote the feature: Share it on social media, email newsletters, and product pages.
- Repurpose the content: Use quotes or logos in ads.
- Build momentum: Pitch other outlets with “As featured in Refinery29” in your subject line.
Key Takeaway
Getting into Refinery29 requires more than a great product—it demands a story that resonates with their mission-driven audience. By emphasizing your brand’s values, building genuine relationships with editors, and tailoring your pitch to their unique voice, you’ll position yourself as a perfect fit for their platform.
Ready to make waves?
Refinery29’s audience is waiting for brands like yours. Polish your story, embrace your purpose, and start pitching!
Have questions or a success story to share? Let us know in the comments!
