P&G Beauty is looking to acquire textured hair care brand Mielle Organics, just a week after the brand went viral on TikTok.
The deal, which is subject to regulatory approval, will allow Mielle Organics to expand its reach and serve more people with textured locks.
Recently, Mielle Organics went viral on TikTok when more and more influencers began recommending its Rosemary Mint Scalp & Hair Strengthening Oil for hair growth. Soon after, the drama started to stir when influencers with nontextured hair, such as Alix Earle, began recommending the product.
The increased demand seemingly caught the eyes of P&G Beauty, which decided to add the brand to its roster.
“Today is a remarkable moment for our brand and for the climb of Black entrepreneurs everywhere as we collectively continue to break barriers and accelerate the opportunities for growth,” said Monique Rodriguez, co-founder and CEO of Mielle Organics.
Mielle Organics was founded by wife-and-husband duo Monique and Melvin Rodriguez in 2014 and has since worked its way to becoming a leading brand for consumers with textured hair by offering innovative, technology-driven products that are made using natural ingredients as well as inspirational and educational content.
Upon closing the deal, Mielle will continue to act as its own independent subsidiary of P&G Beauty under the co-founders’ direction. Mielle Organics and P&G will also commit $10 million to support the non-profit Mielle Cares, which provides resources and support to advance education and economic opportunities in Black and Brown communities.
“From the moment we stepped into P&G, we saw a diverse team of leaders who share our values and vision for innovation, education and community empowerment, including several Black leaders who play a key role in the hair care and beauty businesses,” continued Monique Rodriguez. “This partnership gives Mielle an opportunity to serve more textured hair consumers with the great products and formulas that our community loves.”
To date, Mielle Organics products can be found in more than 100,000 stores across the U.S. in retailers such as Ulta Beauty, Sally Beauty, Target, CVS, Rite Aid, Walgreens, and Walmart.
Photo credit: Mielle Organics