“Sisterhood Meets Beauty: Mielle’s Inspiring Campaign Unveiled”
We can be sure of one thing, women take their hair seriously! Moreover, they don’t play around when it comes to it. Hair has helped to shape the identity of women and become a symbol of self-expression, confidence, and empowerment. Hair care isn’t just a routine, women invest time, effort, and thought into their hair. It’s a ritual that spans an array of products, styles, and techniques. Which all work together into a place that mirrors their multifaceted lives. Join the conversation here on Luxxxemag how this amazing brand bridged the gap between sisterhood and beauty.
The Beauty Brand & Sisterhood
Mielle, an award-winning textured hair care brand, launches the brand’s first ever ad campaign, “From One Queen to Another.” Celebrating and inspiring queens to step into their greatness with a presence. Featuring CEO and Founder Monique Rodriguez as Queen of the Textured Haircare Category. To add, the women’s basketball champion, Angel Reese as Queen of the Court.
It’s All Love, No “Gatekeeping”
The campaign will run through 2024, encouraging a sisterhood in beauty where women share their beauty knowledge over “gatekeeping” it.
A Note From The CEO Herself
“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 favorite Mielle “IT” product, they put their friends and family onto it. ‘From One Queen to Another’ reflects the community we’ve built,” she adds.
Queen Of The Court: Angel Reese
Brand ambassador and women’s college basketball champion “Angel Reese” has now created space for beauty in women’s sports. She curated her own “Queen of the Court” bundle featuring her favorite products. This exclusive bundle includes Mielle Pomegranate & Honey Shampoo and Mielle Pomegranate & Honey Conditioner. Mielle Pomegranate & Honey Edge Gel, Mielle Mongongo Oil Thermal Heat Spray, Mielle Pomegranate & Honey Leave-in Conditioner. Lastly, Mielle Rosemary Mint Oil and a limited-edition edge scarf. The “Queen of the Court” bundle will be available just in time for the tip-off of Angel’s season this fall for a limited time exclusively at mielleorganics.com
Through their partnerships with the WNBA as the league’s first textured hair partner and collaboration with Howard University’s swimming and diving team. Mielle is highlighting the importance of maintaining healthy hair while leading an active lifestyle. Making the statement that women in sports are beautiful and will be embraced in the beauty industry. These amazing partnerships include exclusive sponsorship rights, free products for players, coaching staff, and student events for occasions including Homecoming.
“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,”-Omar Goff, President of Mielle
EmpowerHER Is At The Brand’s Core!
At the brand’s core, Mielle is commitment to empowerment and sisterhood with a tribe of loyal customers.
Being Intentional about highlighting black and brown women in front of and behind the camera, “From One Queen to Another” was produced and led by Fela. A culture defining production company that celebrates inclusion and diversity. The campaign was directed by Kajal, who previously worked with hip-hop superstar Nas and poet Amanda Gorman. To include, a creative team of women of color.
The Moments That Matters The Most!
“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.
As Mielle continue to reach for the finest hair products and building sisterhood, the brand continues to demonstrate that their commitment to hair is more than just skin-deep. It’s a powerful reflection of their strength, resilience, and dedication to living life on their own terms.