Jenna Meek, the co-founder and chief executive of UK beauty brand REFY, has stepped into the spotlight this season as a guest Dragon on Dragons’ Den, marking a significant moment in both her career and the long-running BBC investment series. At 33, Meek represents a new generation of British founders whose success has been forged through digital branding, social engagement and global retail expansion, a shift that Dragons’ Den appears keen to embrace amid changing entrepreneurial landscapes.
Early Ambitions and Entrepreneurial Roots
Meek’s path into business began long before her television debut. Born and raised in the North of England, she pursued an international fashion marketing degree at Manchester Metropolitan University, gaining industry insight that would later underpin her ventures. Her first company, SHRINE, launched at the age of 20, offered festival-themed makeup and accessories, gaining early traction through social channels and live pop-ups. That experience taught Meek the value of community marketing and direct consumer engagement, principles that would shape her future successes.
In 2020, Meek co-founded REFY with influencer Jess Hunt. The brand emerged during a dynamic period for direct-to-consumer beauty companies, focusing on minimalist design, effective formulations and a strong social media presence. REFY initially gained attention with brow products before expanding rapidly into a broader makeup portfolio and, more recently, skincare.
REFY’s Growth and Market Position
Under Meek’s leadership, REFY has become one of the UK’s most talked-about beauty labels. Its products, particularly brow-enhancing gels and versatile lip formulas have become staples in many makeup routines, often noted for their streamlined design and approachability. The brand’s presence now extends far beyond British shores, with stockists including Selfridges, Sephora and Brown Thomas in multiple territories including the United States, Canada and the Middle East. Its estimated annual revenues exceed £40 million.
Industry recognition has followed. Meek was listed in Forbes’ 30 Under 30, and REFY has collected awards such as Marie Claire’s Prix d’Excellence, reflecting critical as well as commercial acclaim. According to the Sunday Times Beauty Rich List, Meek’s personal fortune is estimated at around £52 million, positioning her among the UK’s most successful beauty entrepreneurs.
A New Role on Dragons’ Den
The Dragons’ Den studio has long been a proving ground for UK startups seeking investment and exposure. This year’s series, reopening on 29 January 2026, features Meek as one of several guest Dragons, investors invited to participate alongside the show’s regular panel. Her inclusion comes after the departure of long-time Dragon Sara Davies, reflecting the BBC’s strategy of rotating industry leaders to bring fresh perspectives to the programme.
On her debut, Meek sat alongside veteran Dragons including Peter Jones, Deborah Meaden, Touker Suleyman and Steven Bartlett, with other guests such as music mogul Tinie Tempah and businessman Gary Neville also featuring across the season. The move underscores a broader evolution in the series, diversifying expertise beyond traditional sectors to include voices with deep experience in digital and consumer brands.
Meek has spoken openly about her aspirations for the role. Drawing on her own experience as a founder, she emphasises empathy and support for early-stage entrepreneurs. Her approach combines a keen eye for standout ideas with a focus on founders who are reshaping their industries with purpose and innovation hallmarks of her own business philosophy.
Public and Professional Reactions
Meek’s Den appearance has already sparked reaction across social platforms. On LinkedIn, REFY’s official account shared Meek’s confidence heading into her first Dragons’ Den appearance, describing her readiness to advocate for founders and invest with conviction. Viewers have also engaged enthusiastically, praising her contributions to the show’s discussions and her perspective on mission-led growth.
Business press coverage, meanwhile, has debated how quickly her public profile has risen. While Meek’s credentials in beauty and retail are unquestioned, some commentators noted that her television debut comes without the long mainstream media exposure enjoyed by other guest Dragons, though this has not dampened public interest.
The Broader Implications for UK Entrepreneurship
Meek’s journey from student start-up founder to high-profile investor-figure on national television speaks to broader changes in the UK business ecosystem. Traditional lines between brand building, digital culture and retail success have blurred in the past decade, with direct-to-consumer models and influencer partnerships becoming central to growth strategies. Her success with REFY exemplifies this shift, blending savvy social-media strategies with a focus on product quality and customer engagement.
Dragons’ Den’s decision to foreground figures like Meek suggests a recognition that the next wave of UK entrepreneurial success may increasingly come from these integrated, digitally native brands. For aspiring founders, it signals that experience in modern retail and community-centric models is as valuable as traditional business metrics when pitching for investment.
