Mielle Organics has signed a brand partnership with Proctor & Gamble. And some consumers aren’t excited about the way forward.
Mielle Organics announces new partnership
The brand announced the partnership in early January. And co-founder Monique Rodriguez shared a statement with Essence.
For me, I honor those who came before me and broke the glass ceiling so I can come and break the glass ceiling. I am creating and paving the way for those who come after me not to do what I did, but perhaps even better.
Mielle Organics will join P&G’s long list of brands including Gilette, Febreeze, Olay, etc.
The company also took the time to share a few updates on Instagram.
We’ve been on this journey together for a while, so you know that my journey with Mielle started with making a product that I couldn’t find on the market. We have always been committed to developing quality, effective products that address the needs of our customers’ hair types! Best regards, Hair Queen
As well as video updates from Rodriguez himself.
Our CEO @exquisitemo is a pioneer and is always upping his game.
We’re excited to inform you that Mielle has joined P&G Beauty in another historic boss move for black-founded women-led companies.
Monique’s goal has always been to expand globally so that Mielle can better serve our professionals and amateurs around the world.
The P&G family is helping her achieve this goal.
“P&G Beauty is the best organization in the industry and we are delighted that this partnership will bring additional resources so that Mielle can continue to serve our incredible clients with innovation.” new fast and wider reach. Melvin and I will continue to lead Mielle with a focus on excellence, customers
commitment and integrity have been at the core of our brand since day one almost nine years ago.”Both P&G and Monique & Melvin have committed $10 million to Mielle Cares, a nonprofit organization that provides resources and support to enhance educational and economic opportunity in Black communities and Brown skin.
Consumers and social media users react to brand partnerships
The brand’s partnership comes after Mielle Organics Rosemary Mint Hair Oil went viral on social media after being advertised by a white TikTok creator named Alix Earle.
Rodriguez also took time to address the lack of accessibility of the brand’s products since then. As well as why a partnership with P&G will benefit in the future.
I can completely understand why people are frustrated by not having access to our products. I can also appreciate that new consumers are now discovering Mielle and discovering this wonderful oil. And honestly, that’s why this partnership with P&G is so important.
However, many consumers disagree, most using the brand’s Instagram comments to share their thoughts. As well as their fear.
You sold to P&G so the formula changes for unruly hair. Like damn, let us textured hair people have something just for us.
Pleaseee never sold this company. I pray that this company remains a legacy of black ownership. I love you so much
Carol’s Daughter, Shea Moisture, Honeypot and many others have said the same thing, oh the formula doesn’t change and then BAM when you use it, that stuff definitely isn’t the same. I’m fine I won’t wait until the other shoe falls off so I’ll go find a new company to give me money to cause some bullshit **t 😒🙄
YOU HAVE GIVEN US
Roommates, what are your thoughts on this?
