Introducing: From One Queen to Another

September 27, 2023 3 min read

Introducing: From One Queen to Another

Mielle is more than just a haircare brand – it's a movement.

In a nod to the power of a good hair product referral and who really is the “IT” girl when it comes to having the best-kept beauty secrets, Mielle launched the brand’s first ad campaign showcasing Black women’s empowerment through sisterhood and the importance of dismantling beauty secret “gatekeeping.”

"I started Mielle from my kitchen, trying out different ingredients to help address hair challenges I was experiencing," said Monique Rodriguez, CEO and Founder of Mielle. "When our Mielle Mavens are excited about their favorite Mielle "IT" product, they put their friends and family onto it. 'From One Queen to Another' reflects the community we've built," she adds.

The campaign is meant to encourage sisterhood and create a space where women can share their beauty knowledge. Like the forward-thinking content creators who profess that "hot girls don't gatekeep," loyal consumers choose to recommend Mielle products as the best kept (not so) secret to get the job done.

To spark a dialogue around beauty for women in sports, NCAA's National Champion Angel Reese, curated her own "Queen of the Court" bundle featuring her favorite products.

The exclusive bundle includes Mielle Pomegranate & Honey Shampoo and Mielle Pomegranate & Honey Conditioner, Mielle Pomegranate & Honey Edge Gel, Mielle Mongongo Oil Thermal Heat Spray, Mielle Pomegranate & Honey Leave-in Conditioner, Mielle Rosemary Mint Oil, and a limited-edition edge scarf. The "Queen of the Court" bundle will be available just in time for the tip-off of Angel's season this fall for a limited time exclusively at mielleorganics.com at a retail price of $54.99.

"As the Bayou Barbie, I love to look my best on and off the court! It can be difficult maintaining my hair as an athlete and student with a tight schedule, but Mielle has always been there for me," said Angel Reese. "Mielle is part of my daily haircare routine, so I want to share with my fans what I've been using to keep my hair healthy," she continued.

Through Mielle’s partnerships with the WNBA as the league's first textured hair partner and collaboration with Howard University's swimming and diving team, the brand is highlighting the importance of maintaining healthy hair while leading an active lifestyle and making the statement that women in sports are beautiful and will be embraced in the beauty industry. The multi-year partnerships include exclusive sponsorship rights, free products for players and coaching staff, and student events for occasions including Homecoming.    

"At the brand's core, Mielle is the leader in the hair care industry not just in sales, but through the brand's commitment to empowerment and sisterhood with a tribe of loyal customers. In the nearly 10 years since launching, we have seen the power of this community, and we will continue to harness that passion to uplift our queens and make impactful changes in the beauty and sports industries and beyond," said Omar Goff, President of Mielle.

Beyond relatable Black representation on the screen, Mielle emphasizes the importance of equitable women representation behind the camera as well. Directing the spot was Kajal, who previously worked with hip-hop superstar Nas and poet Amanda Gorman and includes a creative team of women of color. The campaign was also produced and led by Fela, a culture-defining production company that celebrates inclusion and diversity. With this new Mielle campaign, the brand’s marketing leans into the need for more content creation and talent development opportunities for women.

Through Mielle’s partnerships with the WNBA as the league's first textured hair partner and collaboration with Howard University's swimming and diving team, the brand is highlighting the importance of maintaining healthy hair while leading an active lifestyle and making the statement that women in sports are beautiful and will be embraced in the beauty industry. The multi-year partnerships include exclusive sponsorship rights, free products for players and coaching staff, and student events for occasions including Homecoming.    

The award-winning Mielle Pomegranate & Honey collection, formulated for Type 4 hair, is available for purchase at WalmartTarget and Sally Beauty. 

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