Mielle encourages consumers to step into their greatness via campaign

The “From One Queen to Another” campaign aims to celebrate and encourage a sisterhood in beauty where women share their knowledge over gatekeeping it.
Gisselle Gaitan
Online Editor
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Textured hair care brand Mielle is debuting its first ever ad campaign—“From One Queen to Another”—which features CEO and founder Monique Rodriguez as the queen of the textured hair care category.

Also part of the initiative is women’s basketball champion Angel Reese who will star as the queen of the court.

“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.

You can watch the campaign video here.

[Read more: Mass marketers broaden multicultural assortments for diverse consumers]

mielle campaign

The campaign aims to celebrate and encourage a sisterhood in beauty where women share their knowledge over gatekeeping it, and remind consumers that loyal Mielle customers will always choose the brand’s products as their best not so kept secret.

“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.”

In addition to launching the campaign, Angel Reese also curated her own bundle of products which include Mielle’s  Pomegranate & Honey shampoo and conditioner, Pomegranate & Honey Edge Gel, Mongongo Oil Thermal Heat Spray, Pomegranate & Honey Leave-in Conditioner, Rosemary Mint Oil and a limited-edition edge scarf.

[Read more: Mielle taps Angel Reese as the brand's newest ambassador]

“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.”

Visuals from the campaign feature the Pomegranate & Honey Collection curated for Type 4 hair. The Collection is available for purchase at WalmartTarget and Sally Beauty.