Mielle Organics, a leading textured hair care brand, has launched its inaugural ad campaign, "From One Queen to Another." The campaign celebrates the power of sharing beauty secrets and the influence of women who set trends in the beauty industry. The campaign features Monique Rodriguez, the CEO and Founder of Mielle Organics, as the Queen of the Textured Haircare Category, and Angel Reese, a women's basketball champion, as the Queen of the Court.
The campaign, which will run from its launch today through 2024, aims to inspire women to embrace their greatness. It will be present at key cultural events, on-site activations, and panels and will spotlight the award-winning Mielle Pomegranate & Honey collection.
"From One Queen to Another '' encourages a sisterhood-in-beauty where women share their beauty knowledge over "gatekeeping" it. Like the forward-thinking content creators who profess that "hot girls don't gatekeep," loyal Mielle customers will always choose to recommend Mielle 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 favourite Mielle "IT" product, they put their friends and family onto it. 'From One Queen to Another' reflects the community we've built," she adds.
To create space for beauty in women's sports, Angel Reese, a Mielle brand ambassador and women's college basketball champion has curated her own "Queen of the Court" bundle. This exclusive bundle, featuring Reese's favourite products, includes Mielle Pomegranate & Honey Shampoo and Conditioner, Edge Gel, Mongongo Oil Thermal Heat Spray, Leave-in Conditioner, Rosemary Mint Oil, and a limited-edition edge scarf. The bundle will be available exclusively at mielleorganics.com for $54.99, just in time for the start of Reese's basketball season this fall.
"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.
Mielle Organics has also formed partnerships with the Women's National Basketball Association (WNBA) and Howard University's swimming and diving team. As the WNBA's first textured hair partner, Mielle emphasizes the importance of maintaining healthy hair while leading an active lifestyle. The brand says that women in sports are beautiful and deserve recognition in the beauty industry. These multi-year partnerships include exclusive sponsorship rights, free players and coaching staff products, and student events for occasions such as 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.
The "From One Queen to Another" campaign was produced and led by Fela, a production company that celebrates inclusion and diversity. The campaign was directed by Kajal, who has previously worked with hip-hop superstar Nas and poet Amanda Gorman. The creative team behind the campaign is composed of women of color.
"In directing this important campaign, I wanted to ensure the way Black and brown women were seen felt true and genuine, and represented the sweet, vulnerable and beautiful moments found every day," said Kajal, Director and Photographer. "In producing the spot, we all also made it our mission that the brand's origin story and message were told in the most authentic and soulful way," adds Taj Critchlow, Co-Founder of Fela.
The campaign visuals feature the fan-favourite Mielle Pomegranate & Honey Collection, curated for Type 4 hair. The collection is available for purchase at Walmart, Target, and Sally Beauty. For more information about Mielle Organics, visit www.mielleorganics.com.
