Reverie, a clean hair care brand founded by Garrett and Hillary Markenson, initially rejected a partnership offer from Sephora in 2015 due to readiness concerns. However, they later accepted and became a pioneering clean brand for Sephora. Reverie's success stems from a commitment to quality, releasing only products born from customer needs, and a unique affiliate program that collaborates with professional hairstylists. This authentic strategy of connecting with salon professionals helped Reverie to build a network of around 1,000 salon partnerships across the country.
"We don't put anything out into the world that we don't need ourselves and identify a need within our customers," Hillary says.
"We originally said, We're not ready, we can't do this," recalls Hillary, the brand's president.
"Anybody who we identify as a fan of the brand, we will reach out and ask them if they want to join our affiliate program," says Hillary.
"It has proven remarkably successful, with Reverie now partnering with approximately 1,000 salons across the country."
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