Conservation issues are often complicated by sociopolitical controversies that reflect competing philosophies and values regarding natural systems, animals, and people. Effective conservation outcomes require managers to engage myriad influences (social, cultural, political, and economic, as well as ecological). The contribution of conservation scientists who generate the information on which solutions rely is constrained if they are unable to acknowledge how personal values and disciplinary paradigms influence their research and conclusions. Conservation challenges involving controversial species provide an opportunity to reflect on the paradigms and value systems that underpin the discipline and practice of conservation science. Recent analyses highlight the ongoing reliance on normative values in conservation. We frame our discussion around controversies over feral horses (Equus ferus caballus) in the Canadian West and New Zealand and suggest that a lack of transparency and reflexivity regarding normative values continues to prevent conservation practitioners from finding resilient conservation solutions. We suggest that growing scrutiny and backlash to many normative conservation objectives necessitates formal reflexivity methods in conservation biology research, similar to those required of researchers in social science disciplines. Moreover, given that much conservation research and action continues to prioritize Western normative values regarding nature and conservation, we suggest that adopting reflexive methods more broadly is an important step toward more socially just research and practice. Formalizing such methods and requiring reflexivity in research will not only encourage reflection on how personal and disciplinary value systems influence conservation work but could more effectively engage people with diverse perspectives and values in conservation and encourage more novel and resilient conservation outcomes, particularly when dealing with controversial species.