P&G Beauty Acquires Mielle Organics To Form New Partnership

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UNITED STATES — There’s no doubt that the beauty industry is a lucrative business and Black women are rising to the top, thanks to Pat McGrath Labs and Rihanna‘s Fenty Beauty.

Monique, and her husband Melvin Rodriguez, who stands as CEO and COO of Mielle Organics, a Black-founded textured hair care brand, are announcing their partnership with P&G Beauty. The beauty conglomerate has one of the strongest portfolios including Gilette, Febreeze, Olay, and now Mielle joining their lengthy class list.

For me, I honor those who have come before me and broken glass ceilings so I can come and shatter glass ceilings. I am creating and paving a way for those who are coming behind me to do not what I have done, but probably even better,” Monique Rodriguez, tells ESSENCE.

Terms of the deal were not made available to the general public, but the founders are stressing that the deal will increase availability of products, and that there are no plans to change formulas.

In 2014, Mielle signed a major investment deal with Berkshire Partners in 2021 after bringing in about $40 million in sales in 2020, sources said at the time. The brand makes hair care and skin care products that are sold at major mass retailers, including Walmart, Target, Ulta Beauty and CVS. Bestsellers include Rosemary Mint Scalp & Hair Strengthening Oil and Pomegranate & Honey Moisturizing and Detangling Shampoo.

Monique Rodriguez

This partnership really means that we can better serve Black women in our community by combining Mielle’s expertise and knowledge in the textured hair care space and our innovative approach to textured hair with P&G Beauty resources, their research capabilities and access to Black scientists,” Monique Rodriguez said of the deal in an interview.

P&G Beauty has been increasing its hair care offerings for people of color over the past few years. In 2019, it launched the My Black Is Beautiful brand, with a collection of five products designed specifically for Black women, infused with a proprietary formula called Golden Milk, comprised of natural ingredients such as coconut milk, turmeric, ginger, honey and coconut oil. The prior year it acquired Walker & Co., which has two brands — Bevel, a men’s shaving brand tailored for men with coarse hair, and Form, a women’s hair care business centered around coily hair.

It’s really about access and availability to our products for our consumers,” Monique Rodriguez continued of the deal. “Black women we understand have limited access to products in the textured hair care space and we wanted to be able to overserve our community with making sure that they can find Mielle products in their local store.”

Alex Keith, CEO of P&G Beauty, called the brand a “lovemark,” as it is “loved by millions of Black women.”

Within this partnership, our role as P&G Beauty will be to support the Mielle Organics team with what they need to achieve their vision — including product expansion in Black and brown communities and investing in research and innovation,” she said.

Once the deal has been approved by regulators, Mielle will continue to be led by Monique and Melvin Rodriguez, as chief executive officer and chief operating officer, respectively, and will operate as an independent subsidiary of P&G Beauty, according to a statement.

As part of the deal, Mielle and P&G have each committed $10 million to Mielle Cares, a nonprofit aimed at providing resources and support to advance education and economic opportunities in Black and brown communities.

Mielle remains committed to leading with purpose and impact and serving as a beacon in historically underserved communities. Expanding our impact in Black and brown communities will become an even greater focus in the years ahead,” said Melvin Rodriguez in a statement.

Monique and Melvin Rodriguez

Photos Credit: Courtesy

Source: ESSENCE and WWD

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Donovan is the CEO and Editor-In-Chief of www.dmfashionbook.com. For all general inquiries please email don@dmfashionbook.com Donovan has a BA in Journalism & Media Studies from the prestigious Rutgers University. He's currently studying entertainment and fashion law.