Last Updated: January 17, 2022

How Ethical Is Reverie?

Make a positive impact by supporting companies with the same values and ethics as what matters most to you. To navigate and find ethical brands, here's a summary of Reverie's ethics and initiatives.

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Ethical Analysis

Is Reverie cruelty-free, vegan, or sustainable? We’ve got the answers here! Read below for more details on Reverie’s policies.
Reverie is cruelty-free. None of Reverie’s ingredients, formulations, or finished products are tested on animals, anywhere in the world.
All of Reverie’s formulas are vegan, however, they have brushes made with boar bristles.
Reverie partners with family-run farms around the world that produce organic, Fair Trade, and EcoCert ingredients. That means, all ingredients are grown and harvested ethically to ensure the welfare of the workers.

Additionally, Reverie is committed to offering 100% recyclable bottles that are made with glass or 100% post-consumer recycled materials. They also source their packaging from within the US to reduce carbon emissions. Reverie further offset their carbon emissions by making contributions to Carbon Fund.
Reverie uses glass, as well as, plastic made with post-consumer recycled content when available. They’re working on moving to 100% PCR mono-material tubes and bottles so that they’re widely recyclable and to divert ocean-bound plastics.

All of their paper packaging are FSC certified and all shipping boxes and filler materials are 100% recyclable.

About Reverie

Reverie offers clean + innovative hair care that performs as beautifully as it looks. Made for all humans with all hair types.
CERTIFICATIONS: Leaping Bunny, Cruelty Free International


This post may contain affiliate links that at no additional cost to you, I may earn a small commission.

You can find Reverie cruelty-free products at Sephora, The Detox Market, Credo Beauty, and Amazon.

Reverie is Cruelty-Free

Reverie has confirmed they do not test their products or ingredients on animals or ask others to test on their behalf. Their suppliers also do not test on animals, nor do they allow their products to be tested on animals when required by law. And finally, their products are not sold in stores in mainland China or any other country that may require animal testing.

By our standards, we would consider Reverie to be Cruelty-Free.

Below is a screenshot of what’s currently stated on Reverie’s website about its animal testing policy:

Is Reverie Cruelty-Free?

What About China’s Animal Testing Laws?

Reverie has confirmed they do not sell their products in retail stores in mainland China; therefore, they are not required to test on animals.

“We do not sell in China.”

As of May 1, 2021, some imported ordinary cosmetics can be exempt from animal testing under certain conditions. However, for the most part, animal testing is still legally required for most imported cosmetics in 2022.

Cruelty-Free Policies

Note that there is no legal definition for the label ‘Cruelty-Free.’ It can mean different things to different people. But Cruelty-Free is generally used to imply no animal testing. More specifically, the ingredients, formulation, or finished product are not tested on animals at any stage of product development.

At ethical elephant, we always assess a company’s cruelty-free policy using our Cruelty-Free Checklist. This ensures no animal testing was performed by the brand itself, its suppliers, or any third parties.

Also, note that Cruelty-Free and Vegan don’t always mean the same thing.

Reverie is Not 100% Vegan

‘Vegan’ in cosmetics can refer to an entire brand that is 100% Vegan or a specific product is vegan.

In the case of Reverie, not all of their products are vegan. But they have some products that are suitable for vegans.

How to know which of Reverie products are vegan?

All of Reverie’s formulas are vegan, however, Reverie offers hair brushes made with animal hair.

Vegan Policies

Similar to ‘Cruelty-Free,’ there is no standard or legal definition for the label ‘Vegan.’ But it usually means no animal-derived ingredients or animal by-products.

Some common animal products used in cosmetics include carmine, lanolin, snail mucus, beeswax, honey, pearl or silk-derived ingredients, animal-based glycerin, keratin, and squalene.

There are plant-based and synthetic alternatives to animal-derived ingredients. But it’s sometimes difficult to know with certainty whether a product is vegan just by reading the ingredient list.

So it’s best to ask the company and manufacturers to ensure the ingredients they’ve chosen to use were from non-animal sources.

Where are Reverie’s products made?

Reverie states on its website,

“All Reverie products are formulated and manufactured in California, USA.”

I hope this article helped you to understand Reverie’s cruelty-free and vegan status and by choosing cruelty-free together, we can help end animal testing for cosmetics once and for all!

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