On the heels of going viral on TikTok, Mielle Organics has announced that it will be joining P&G Beauty.
The textured hair care brand known for rooting its products from natural ingredients was founded by wife-and-husband duo Monique and Melvin Rodriguez in 2014.
“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,” said Monique, CEO. “This partnership gives Mielle an opportunity to serve more textured hair consumers with the great products and formulas that our community loves.”
[Read more: Mielle Organics expands distribution to Ulta Beauty]
Pending regulatory approval, once the acquisition is complete, the brand will continue to be led by its co-founders as CEO and COO, and operate as an independent subsidiary of P&G Beauty, the company said.
“Monique, Melvin and their entire team have done an incredible job building Mielle Organics into a leading hair care brand beloved by millions of Black women, and we’re excited to help them continue their success,” said Lela Coffey, vice president of P&G’s multicultural hair care business. “P&G Beauty’s role will be to support the Mielle Organics team with what they need to achieve their vision — including increased access in Black and Brown communities and investing in research and innovation — while enabling the core tenets of their success to continue as they are today.”
In addition, Mielle and P&G have each committed $10 million to Mielle Cares, a nonprofit that provides resources and support to advance education and economic opportunities in Black and Brown communities.
“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. “I am thrilled that we will make an even greater impact in how we give back to the community.”
P&G also shared that its investment in Mielle further expands its work in advancing gender and racial equity through such platforms as My Black Is Beautiful and Widen the Screen.
[Read more: Hydration needs on the rise for curly, textured tresses]
“P&G Beauty is a best-in-class organization, and we are excited that this partnership will bring additional resources so that Mielle can continue to serve our incredible customers with rapid innovation and greater reach in the community,” said Monique. “Melvin and I will continue to lead Mielle with the focus on excellence, customer commitment and integrity that have been the core of our brand since day one nearly nine years ago.”
Mielle Organics’ products can be found at more than 100,000 stores nationwide including Ulta Beauty, Sally Beauty, Target, CVS Pharmacy, Rite Aid, Walgreens and Walmart.