Reverie: How to Build a Successful Affiliate Program

Back in 2015, beauty giant Sephora approached Reverie founders Garrett and Hillary Markenson about a potential partnership. However, the Markensons initially turned down the offer, feeling they weren’t ready. Six months later, Sephora came knocking again, and this time, Reverie took the leap and became one of Sephora’s first clean hair care brands, setting the standard for Clean at Sephora products.

Discover how Reverie proved that you don’t need massive funding to make an impact in the industry—just a dedication to quality and a strong affiliate network.

How to run a successful affiliate program

Simplify your offerings

Reverie started as a passion project in Garrett’s salon, where he created products that aligned with his vision and his clients’ needs. Instead of flooding the market with products, the brand carefully released just 10 products over 14 years, each tailored to specific customer needs and extensively tested.

“We only introduce products that we personally need and that address our customers’ needs,” Hillary explains. For instance, their Rake styling balm was born out of Garrett’s desire for a high-performance hair balm with clean ingredients.

Build an authentic network

Unlike many beauty brands that partner with content creators, Reverie’s affiliate program focuses on professional hairstylists who understand their products best. “We reach out to anyone who loves our brand and invite them to join our affiliate program,” Hillary says.

This approach has been highly successful, with Reverie now collaborating with around 1,000 salons nationwide. The strength of this strategy lies in the ripple effect: Each hairstylist has multiple clients, leading to a vast network of trusted recommendations.

Lead with education

Reverie invests in educating affiliates on effective product marketing while maintaining their authentic voice. “You have to show them how to utilize the sales channel,” Hillary notes. “They’re artists, not salespeople.”

Personalized communication fosters a dialogue between Hillary and the brand’s affiliate partners. By crafting emails in a conversational tone, a seamless back-and-forth is encouraged. “Many of them respond with questions or feedback, creating a more engaging relationship,” Hillary adds.

Look for ways to continue scaling

Reverie is constantly evolving its affiliate program, now including content creators alongside core stylist partners. The brand also plans to enhance community connections through in-person events, recognizing the value of face-to-face interactions in building lasting partnerships. “We want to engage directly with our customers, spending quality time with them,” Hillary emphasizes.

Listen to the full Shopify Masters interview to learn how Hillary and Garrett navigated the challenges of launching Reverie’s affiliate program and the innovative strategies the brand employs to drive growth.

FAQs

1. How did Reverie establish itself as a clean hair care brand?

Reverie aligned with Sephora, becoming one of the first clean hair care brands under the Clean at Sephora standards.

2. Why does Reverie focus on professional hairstylists for its affiliate program?

Reverie believes that hairstylists, who understand their products well, make authentic and effective brand advocates.

3. How does Reverie ensure its products meet customer needs?

Reverie releases products based on identified customer needs and rigorous testing to ensure quality and performance.

4. What sets Reverie’s approach to affiliate marketing apart?

Reverie’s personalized education and communication with affiliates cultivate authentic relationships, driving successful partnerships.

5. How does Reverie plan to expand its affiliate program in the future?

Reverie aims to include content creators and strengthen community connections through in-person events to further scale its affiliate network.