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Black woman-founded hair product company, Mielle Organics, announced this week it would join P&G Beauty.
Mielle Organics, founded by Monique Rodriguez, is currently stocked by several major stockists like Target, CVS, and Ulta Beauty. P&G is home to dozens of household brands, including Tide, Gillette, Febreze, Vicks and Pampers. The conglomerate says it is committed to expanding access to the brand in Black communities and funding research and innovation in hair care for underserved communities.
“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,” Lela Coffey, Vice President of P&G’s multicultural hair care business,” said in a statement. “P&G Beauty’s role will be to support the Mielle Organics team with what they need to achieve their vision… while enabling the core tenets of their success to continue as they are today.”
The haircare brand is the fastest-growing Black-owned and women-led global beauty brand, boasting a collection of beauty products designed for all hair types.
Last month, the brand went viral on TikTok after Tiktoker Alix Earle recommended the hair oil in her 2022 Amazon favorites, citing “tremendous hair growth” in just a month. Earle jas more than 3.5 million TikTok followers on the platform. The endorsement led to a hike in sales, causing the product to quickly disappear from the shelves.
While many celebrated Mielle’s announcement, some consumers on social media appeared to be concerned about the acquisition, fearing P&G would water down the popular formulas, negatively impacting the quality of the products.
Take a look at some of the mixed reactions on social media below: