Fast-Growing Black-Founded Beauty Brand
Founded in 2014 by CEO Monique Rodriguez, Mielle is the fastest growing Black-founded and women-led global beauty brand. Today, Mielle is a global and viral sensation, with orders in more than 90 countries around the world. Their products can be found in more than 100,000 stores across the U.S. in retailers such as CVS, HEB, Rite Aid, Sally Beauty, Target, Ulta Beauty, Walgreens, and Walmart.
Mielle was acquired by Procter & Gamble in January.
Recently, LSU hoop star star Angel Reese joined Mielle as a brand ambassador. Reese helped lead the Lady Tigers to a National Championship.
“We’re excited to partner with the WNBA to celebrate the best women’s basketball talent in the world,” says Omar Goff, president at Mielle. “Mielle was founded by queen Monique Rodriguez and is committed to ensuring the queens on the court have superior products to confidently embrace their natural hair beauty. Mielle was built on the foundation of providing high quality, natural products for textured hair. The WNBA partnership enables Mielle to empower players through exceptional hair care.”
Activations & Cross Promotions
Mielle will be an associate partner of WNBA Live presented by U.S. Bank, the league’s two-day interactive fan festival, which provides fans an opportunity to celebrate the league’s marquee moments, teams, and players, and experience the intersection of the WNBA, fashion, music, and culture leading up to the 2023 AT&T WNBA All-Star Game. As a partner of WNBA Live, Mielle will host an engaging on-site activation including sampling of their newest collection and player meet and greet opportunities during the fan festival, which takes place July 14-15 at Mandalay Bay.
“We’re excited to partner with the WNBA to celebrate the best women’s basketball talent in the world,” says Omar Goff, president at Mielle. “Mielle was founded by queen Monique Rodriguez and is committed to ensuring the queens on the court have superior products to confidently embrace their natural hair beauty. Mielle was built on the foundation of providing high quality, natural products for textured hair. The WNBA partnership enables Mielle to empower players through exceptional hair care.”
Throughout the partnership, Mielle will demonstrate its commitment to supporting and empowering women by activating at tentpole events like WNBA Live, conducting WNBA-themed marketing and retail programs, and introducing players to their new, favorite Mielle products. Mielle and the WNBA will also create an integrated cross-promotion campaign that will feature brand exposure across the league’s media partners and the WNBA’s digital assets, including WNBA App and WNBA.com, as well as the league’s social media platforms. This multi-faceted approach will also include virtual signage during the 2023 AT&T All-Star Game.
