Launch Date: October 2011
Geography: Dripping Springs, Texas, US
Founder: Garrett Markenson, Founder + Creative Director
Executive Team: Hillary Markenson, President
2025 Full Year Projected Revenue: $2M - $5M, according to industry estimates
Primary Category: Haircare
Funding: Self-Funded
Primary Distribution Channel: DTC
Other Distribution Channels:
Key Retail Partners:
2025 Projected Offline Distribution Points: 800
A daydream of botanical pleasures, REVERIE is haircare for all humans. No matter your hair density or texture, our clean and innovative formulas nurture the integrity of your hair for unrivaled results. We believe that less is plenty, and the collection reflects our desire to distill the nuances of haircare into a thoughtful curation of essentials.
Insights: Garrett Markenson, Founder + Creative Director
Why now and why you?
REVERIE has been a pioneer in clean haircare and the "skinification" of hair since 2011. We were the first to create a silicone-free, anti-frizz serum and to use stem cells in a scalp serum. We've always been early adaptors even when consumers didn't understand what we were selling. Our ethos of "Less is Plenty" resonates with the modern woman who needs an effective ritual of essentials to care for her hair. Reverie goes above and beyond simply making haircare; the holistic care we take of our supply chain and worker welfare speaks to the integrity our company was founded on and carries through every decision we make. A promise made and kept.
What fuels your competitive advantage?
As a hairdresser since 2003, our edge is my hands in the material—thousands of heads of hair a year. An intimate understanding of hair and actively listening to my clients’ desires. We formulate custom products with a skincare chemist, rather than a traditional hair chemist selling private labeled products. This separates us with the quality of ingredients we select, the connection of aromatherapy, the feel, and the performance.
What are you most proud of accomplishing to date?
Continuing to reach new customers after 14 years in business without outside funding.
What is the one thing you wish someone had told you?
Define what success looks like to you and never get distracted by someone else's version of success.
What would you tell your past self before starting this journey?
That the journey itself will be the reward.
What does success look like in the next 3-5 years?
Keeping our promise to our customers, continuing to innovate, a deeper connection with our customers, more family vacations.
What's one industry trend that is overhyped, and what's being overlooked?
Overhyped: "effortless hair"—nothing in life is effortless. Overlooked: the opportunity to truly educate customers about their scalp and hair.
How do you think the industry needs to evolve?
More honest and transparent marketing, less retouching and more realistic standards, stop making products for the sake of money; we do not need 20 shampoos in a line.
If you could wave a magic wand, what one wish would you make for your business?
That the next 14 years are as challenging and fulfilling as the first 14.
