Procter and Gamble (P&G) has acquired textured hair care brand Mielle Organics for an undisclosed sum.
The maker of Head & Shoulders and Pantene will provide the brand, founded by husband-and-wife duo Monique and Melvin Rodriguez, with resources and opportunities to expand its product range and reach a wider consumer base worldwide.
Mielle’s portfolio includes a range of hair, skin and supplement products developed for black women, with a focus on natural ingredients.
“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 Rodriguez, Mielle’s co-founder and CEO.
“P&G Beauty is a best-in-class organisation, 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.
“I am thrilled that we will make an even greater impact in how we give back to the community.”
As part of the new partnership, P&G and Mielle will each donate US$10m to Mielle Cares, a non-profit dedicated to improving education and employment opportunities in black and brown communities.
Beauty invests in black-owned businesses:
“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, VP 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.”
The deal follows a strong period of growth for Mielle, reportedly securing a nine-figure investment from private equity company Berkshire Partners.
Meanwhile, its Rosemary Mint Scalp & Strengthening Oil recently became a viral success on TikTok.
The acquisition, pending regulatory approval, will see Mielle operate as an independent subsidiary of P&G Beauty, with Monique and Melvin Rodriguez retaining their roles as CEO and COO respectively.