Since its launch in 2014, Mielle Organics' herb and mint-infused hair care product line has rapidly become a popular choice for women with diverse hair textures, making it a common staple in their beauty routines.
A product that has been well-appreciated over the years is the Rosemary Mint Scalp & Hair Strengthening Oil. Rosemary oil has been long revered for its association with healthy hair growth and is in a lot of shampoos and conditioners. Also, the scent of the plant offers a few aromatherapy benefits. So naturally, it is no surprise to witness Miele's rosemary oil growth within the haircare industry.
Alix Earle Sparked Debate After Promoting Mielle’s Rosemary Oil on TikTok
The oil product rose to fame following social media influencer, Alix Earle, praising the Rosemary Mint oil and encouraging her followers to buy in a sponsored post at the end of 2022. This led to the product being highly sought after, causing the prices to skyrocket, and leaving Black female customers worried about the lack of product availability for them.
This is historically rooted in the challenges that Black women or women of color have faced in finding suitable hair care products. This online debate resulted in more people buying the product and reviewing it on apps like TikTok and Instagram; further increasing the number of potential consumers seeing the product. Currently, with a 4.5-star rating on Amazon, it is safe to say that the product is delivering to the needs of all women.
The mint oil promotes hair growth and strength while focusing on split-end and scalp care. Additionally, the affordability of Mielle’s products pushes more consumers to purchase a little something for their self-care routine. The oil can be used daily, during wash day, and to moisturize a dry scalp now and then. The versatility of the product emphasizes the maximum usage for a minimum price point once again.
The oil is infused with Biotin, a B vitamin associated with promoting hair skin, and nail growth. In addition, it includes a blend of Eucalyptus, Jojoba Seed, Coconut, and Leaf oils to name a few. Some ingredients are these enriching ingredients combined to create a dense, fulfilling hair product.
Mielle Organic Was Sold to Procter & Gamble in 2023, Causing Even More Concern
In Jan. 2023, Monique Rodriguez, the founder and CEO of the natural hair care brand announced that she had sold her company to Procter & Gamble’s Beauty, an American company recognized for brands such as Olay, Pantene, and Aussie.
This announcement led to an online Twitter fury with some Black Americans suggesting that Monique had become a sellout with her business. Others expressed concerns over the ingredients being changed to target an even wider audience, with straighter hair textures.
In the end, Monique restored confidence in the customers by reassuring them that the ingredients will not change and this partnership is a stepping stone for the overall success of the business. As of now, she still holds the position of CEO but the business is no longer Black-owned.