Mielle Organics Acquired By P&G Beauty; Black Women Express Betrayal, Founder Promises No Changes
Monique Rodriguez started Mielle Organics in 2014 out of her home in Chicago. The registered nurse worked on the project around her shifts and used her own money to fund the operation. Along with her husband, Melvin Rodriguez, the duo have cultivated the brand into a household name, available in Target, CVS and Walmart among other locations. Today, January 11th, it was revealed that Mielle Organics has been acquired by P&G Beauty, becoming the latest Black-Owned beauty brand to be swallowed up by a white-led beauty conglomerate.
The news is particularly triggering for some because Mielle Organics had recently garnered the attention of white beauty influencer and TikTok star Alix Earle. Earle reviewed the product for her more than 3 million followers, citing “tremendous hair growth” after using the product for a little over a month. Black women knew that this new attention would bring a different type of attention to the product. Attention that would make it harder for Black women to find the product and may ultimately change the intended target audience.
So the news that P&G Beauty acquired Mielle Organics was seen as either extremely bad timing, or proof that what we were thinking was coming to pass. And with the product already becoming harder to find, the writing may have been on the wall.
Mielle is really sold out everywhere, and I’m out of hair oil. pic.twitter.com/uITBuiIBZs
— essence eliza 🍯 (@n2essence) January 2, 2023
The P&G Beauty deal for Mielle Organics is for an undisclosed sum. Mielle Organics will operate as an independent subsidiary of P&G Beauty. Monique, and her husband Melvin Rodriguez, will remain CEO and COO of the brand.
P&G Beauty will work with Mielle Organics to expand access to the brand in Black communities and fund research and innovation in hair care for underserved communities, Lela Coffey, vice president of P&G’s multicultural hair business, said in a statement.
Monique shared a video message on her instagram announcing the partnership with P&G. Along with the video she shared a caption that included the statement, “This is a WIN For our community!!!! This is a historic move for black women founders, and I want to continue to keep inspiring and showing the way.”
View this post on Instagram
She also shared a more detailed post with insight to her strategy and vision moving forward.
View this post on Instagram
While this is all amazing news for the co-founders, there are many who don’t necessarily feel as great about the announcement. They took to Twitter to air their grievances.
Two products I used to use before yt ppl “discovered” them and the products changed to suit. It’s hard to believe Mielle will not go the same route.🤷🏾♀️ https://t.co/WhaMdABB0g
— Allikatte 🇧🇧 (@Allikatte) January 12, 2023
Mielle is the only thing that’s been working for my hair and growing it like crazy. I knew this would happen we all said this would happen. Those white women made the product even more popular and it was gonna be bought out https://t.co/tzcY6UXMQy
— ً. (@notbasquiat) January 12, 2023
Thanks… @MielleOrganics nice to know you guys were sellouts too… pic.twitter.com/KKhRc8P7Nu
— 𝒟𝒾𝒶𝓂𝑜𝓃𝒹 🦋🫧 (@LilYama_) January 12, 2023
dear mielle,
we were there when you started making products out of your home. we helped you build.
now that you’re here, remember your ingredients aren’t patented. don’t switch up or we’ll do the same. the same loyalty we’ve given is all we’re asking for in return.
mgmt.
— maxine shaw. (@millennialmuse) January 12, 2023
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