Reverie Haircare

What Reverie Haircare does

Reverie Haircare is a California-based, privately held clean haircare brand founded in 2011 by Los Angeles hairstylist Garrett Markenson, operating as Garrett Markenson Reverie, Inc. The company formulates and manufactures its products in California, positioning itself as 'clean haircare made like skincare' by applying skincare methodology to haircare — incorporating skincare-grade actives such as Swiss apple stem cells, fermented essential minerals, botanical hyaluronic acid alternatives, amino acid complexes, and botanical oils like Crambe abyssinica. The portfolio spans roughly 28 SKUs across core treatments (Milk Anti-Frizz Leave-in Treatment, Rake Styling Balm, Cake Restorative Scalp Tonic, Ever Recovery Hair Oil, Suna Exfoliating Shampoo), cleansers, styling products, professional-grade Italian brushes, and bundled ritual sets, with proprietary clinical claims including +191% improvement in hair elasticity and +50% increase in brightness from Crambe abyssinica-based formulations.

The business operates a multi-channel go-to-market anchored on a direct-to-consumer Shopify storefront (gmreverie.com) with a Subscribe & Save subscription program offering 10% recurring discounts and configurable 4-to-12-week delivery cadences. Wholesale distribution extends the brand into US salons, the clean beauty retailer Credo Beauty, and international markets via Revolve and The Green Jungle Beauty for geographies outside the US and Canada. The addressable customer base is segmented across all hair types and textures, with particularly curated offerings for curly and wavy hair, scalp care (hair fall, dryness, follicle health), and clean beauty consumers prioritizing non-toxic, vegan, cruelty-free, gluten-free, and Fair Trade / EcoCert ingredient sourcing. Products are priced $25-$72 for individual items and up to $460 for the complete collection, with complimentary US shipping on orders above $75.

The company is founder-owned and operator-led, with Garrett Markenson serving as CEO and working actively behind the chair while leading the brand. The company operates with 11-50 employees, no external funding rounds disclosed, and no parent company. Competitive moat is built predominantly on stacked third-party certifications (Leaping Bunny, Plastic Negative via rePurpose Global, Carbon Free, EcoCert, Fair Trade, Non-GMO, Vegan, Gluten-Free), a 1,500+ ingredient 'Never List,' and brand credibility tied to the founder's professional hairstylist identity. Revenue is not publicly disclosed.

Name

Reverie Haircare

Legal name

Garrett Markenson Reverie, Inc.

Website

https://gmreverie.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Reverie Haircare is a California-based clean haircare brand that formulates and sells skincare-grade haircare products for all hair types through DTC e-commerce, subscription, salon wholesale, and retail partners like Credo Beauty.

Ownership category

akta.pro rank

Product category

Clean Haircare Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro industry

PRIMARYCRABALAB

Professional Hair Care (Shampoo, Conditioner, Treatments)

Consumer Products & Retail/Beauty & Personal Care/Professional Salon & Spa Products

SECONDARYCRABABAE

Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth)

Consumer Products & Retail/Beauty & Personal Care/Haircare

SECONDARYCRABABAB

Conditioners & Hair Masks

Consumer Products & Retail/Beauty & Personal Care/Haircare

SECONDARYCRABABAA

Shampoo & Scalp Cleansers

Consumer Products & Retail/Beauty & Personal Care/Haircare

SECONDARYCRABABAM

Hair Fragrance & Finishing (Mists, Shine, Anti-frizz)

Consumer Products & Retail/Beauty & Personal Care/Haircare

SECONDARYCRABALAC

Professional Hair Styling & Finishing

Consumer Products & Retail/Beauty & Personal Care/Professional Salon & Spa Products

Keywords

• Clean haircare
• Scalp care treatments
• Botanical hair products
• Vegan hair cosmetics
• Professional hair brushes

Headquarters

HQ city

Canyon Country

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through owned Shopify e-commerce platform. One-time purchases and subscription model (Subscribe & Save 10%) with delivery every 4, 6, 8, or 12 weeks.
2. Wholesale/B2B: Wholesale distribution to salons and retail partners including Credo Beauty. International distribution through Revolve and The Green Jungle Beauty.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Reverie formulates, manufactures, and sells clean, high-performance haircare products using skincare-grade actives (Swiss Apple Stem Cells, peptides, fermented minerals, amino acids, botanical oils). The product line spans leave-in treatments, scalp tonics, shampoos, conditioners, styling balms and gels, hair oils and masks, sea mist sprays, professional-grade brushes and clips, and curated bundled sets (Curly Essentials, Wavy Essentials, Repair Essentials, Air Dry Essentials, The Collection, etc.), all formulated without sulfates, silicones, parabens, phthalates, or artificial fragrance.

Product overview

Reverie Haircare is a clean, high-performance haircare brand that formulates products using skincare-grade actives. The portfolio centers on core treatment products (Milk Anti-Frizz Leave-in Treatment, Rake Styling Balm, Cake Restorative Scalp Tonic, Ever Recovery Hair Oil, Suna Exfoliating Shampoo, Eros Resurrection Hair Mask, Mare Sea Mist, Hymn Hair Gel) supported by foundational cleansing products (Balancing Shampoo, Nourishing Conditioner) and professional-grade tools (Nice Hair Brush, Good Detangling Brush, Buff Scalp Brush, Koh-I-Koor brushes). The offering also includes bundled sets (Curly Essentials, Wavy Essentials, Repair Essentials, Air Dry Essentials, Milk+Cake Duo, The Scalp Reset, The Revival Duo, Styling Set, The Collection) designed for specific hair needs and routines. Products are formulated without sulfates, silicones, parabens, and artificial fragrances, and are cruelty-free, vegan, and gluten-free.

Differentiator

Problem solved

Functional benefit

Products and services

• Milk Anti-Frizz Leave-in Nourishing Treatment Award-winning, silicone-free leave-in treatment that moisturizes, protects from heat and environmental damage, and tames frizz. Formulated with amino acids, pracaxi oil, shea butter, and French mushroom extract at pH 4.6, and designed for all hair types and textures.
• Rake Styling Balm Whipped balm styling product that defines curls with a soft, touchable hold without build-up or dryness. Contains meadowfoam oil, mango nut butter, and pomegranate oil at pH 4.9.
• Shampoo + Conditioner Duo Bundled everyday duo that combines the Balancing Shampoo and Nourishing Conditioner for gentle cleansing and weightless hydration. Formulated with amino acids, sweet almond protein, babassu oil, and murumuru butter.
• Balancing Shampoo Ultimate botanical cleanser formulated to prep and protect hair with a biodegradable sugar-cane and coconut lather that does not strip hydration.
• Nourishing Conditioner Deeply hydrating yet lightweight conditioner that adds immediate shine, softness, and bouncy, manageable results.
• Suna Exfoliating Shampoo Salt-free exfoliating cleanser that eliminates build-up, dry flakes, and excess sebum while delivering essential nutrients. Contains Essential Mineral Complex, rhassoul clay, and hibiscus flower extract at pH 5.3–5.5.
• Cake Restorative Scalp Tonic Clinically-backed, water-based scalp serum formulated with Swiss apple stem cells and peptides to soothe, nourish, and protect against hair fall at pH 5.5.
• Ever Recovery Hair Oil Lightweight, highly absorbent blend of cold-pressed marula oil, squalane, and Crambe Abyssinica oil that softens strands, reduces frizz, enhances shine, and provides thermal protection.
• Eros Resurrection Hair Mask Weightless hair mask that revives dull, dry, and weak strands with intensive hydration and restoration.
• Mare Mediterranean Sea Mist Mediterranean-inspired sea mist spray that provides tousled texture, volume, and fullness with a bright, woodsy, calming scent.
• Hymn Hair Gel Versatile styling gel suitable for all hair textures, combining versatility with performance for sculpted curls, voluminous blowouts, and sleek looks.
• Nice Hair Brush Everyday grooming brush made in Italy with boar bristles and nylon bristles for scalp stimulation and oil redistribution.
• Good Detangling Hair Brush Delicate detangling brush designed for vulnerable strands with a gentle bristle configuration.
• Buff Massaging Scalp Brush Massaging scalp brush for stimulating the scalp and improving circulation during hair care rituals.
• Creaseless Clips 2-pack Gentle hair clips that secure strands without leaving marks or dents, creating bend and shape.
• Air Dry Essentials Set Minimalist ritual set for heat-free styling featuring curated air-dry products.
• Milk + Cake Duo Combination of Milk Anti-Frizz and Cake Scalp Tonic for root-to-tip protection and nourishment.
• Wavy Essentials Set Three-step ritual set for sculpting, protecting, and hydrating wavy hair.
• Curly Essentials Set Complete ritual set designed to care for curls from root to tip.
• Repair Essentials Set Restorative trio designed to revive damaged, dry, or overworked strands.
• The Collection Complete Reverie collection featuring all products for a comprehensive hair care regimen, priced at $460.
• The Scalp Reset Set Transformative duo combining nature and science for complete scalp transformation.
• The Revival Duo Repair-focused duo for reviving dry, weak, damaged hair with minimal effort.
• Digital Gift Card Digital gift card available in $50 denomination for gifting Reverie products.

Quantifiable outcome

• +191% improvement in hair elasticity after 12 treatments with Crambe abyssinica oil
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and supporting.

• rePurpose GlobalcoreStrategic or Co-development PartnerPlastic Negative certification partnership. For every plastic bottle sold, Reverie funds the recovery and removal of twice as much ocean-bound plastic waste through rePurpose Global. This partnership supports the Impact Project Saaf Samudra, funding cutting-edge recycling and ethical wages for marginalized waste workers in Goa, India. Products officially have a net zero plastic footprint.
• PACT (Plastic Pollution Coalition)supportingStrategic or Co-development PartnerPartnership for recycling program allowing customers to recycle all empties including pumps not traditionally recyclable through curbside programs at Credo Beauty locations. Customers receive points for recycling.
• Credo BeautycoreChannel Partner/ Reseller/ DistributorRetail partner for clean beauty products. Offers in-store recycling through PACT and Terracycle partnership. Customers can drop off Reverie empties at Credo locations and receive points.
• TerracyclesupportingStrategic or Co-development PartnerPartnership through Credo Beauty to recycle all shipping materials in Reverie's warehouse and to enable recycling of hard-to-recycle packaging components like pumps.
• RevolvesupportingChannel Partner/ Reseller/ DistributorInternational retail partner for distribution outside of US and Canada.
• The Green Jungle BeautysupportingChannel Partner/ Reseller/ DistributorInternational retail partner for distribution outside of US and Canada.

Scale indicators4 records

Recent moves6 records

Expansion highlights10 records

Direct peers

• Innersense Organic Beauty: Direct clean-haircare competitor founded by a salon professional (Greg and Joanne Starkman), with similar ingredient-led, sulfate/silicone-free formulations, salon and DTC distribution, and a values-led brand story.
• Briogeo: Premium clean-haircare brand using natural, ingredient-conscious formulations across shampoo, treatment, and styling. Now owned by Wella, it competes head-on in the prestige clean-haircare set Reverie occupies.
• Rahua: Clean, sustainably sourced haircare brand built around botanical ingredients (e.g., rahua, morete oils). Comparable on ingredient story, premium pricing, and salon/DTC channel mix.
• Ouai: Premium haircare brand founded by celebrity hairstylist Jen Atkin. Competes with Reverie at the prestige price tier with a strong DTC and salon-channel presence, and a founder-led stylist credibility story.
• R+Co: Unisex premium haircare brand sold through salons and DTC with a design-forward brand identity. Overlaps with Reverie on professional-channel distribution and styling/treatment product mix.
• Davines: Italian professional haircare brand with strong sustainability positioning (B Corp, carbon-neutral claims). Closely comparable to Reverie's professional, ingredient-led, sustainability-credentialed positioning.

Broad incumbents

• Pureology: Established salon-channel clean haircare brand owned by L'Oréal. Competes with Reverie in professional and prestige clean haircare, but at much greater scale and distribution breadth.
• Olaplex: Public bond-rebuilding haircare company with mass-prestige distribution. Overlaps with Reverie's treatment-led, clinical-efficacy positioning but at substantially larger scale.
• Moroccanoil: Global premium haircare brand anchored by signature oil and treatment products. Comparable on premium positioning, salon-channel strength, and hero-product-led brand equity.
• Living Proof: Science-led haircare brand (Unilever) with patented technologies and a salon/DTC footprint. Comparable to Reverie on the clinical-actives, premium-tier story though at larger corporate scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@reveriehaircare3147

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Reverie Haircare