Mielle Organics, a black-owned beauty brand, has announced a relationship with the Women’s National Basketball Association (WNBA) as the league’s first textured hair care partner. The brand, founded by Monique Rodriguez and acquired by Procter & Gamble in January, will announce the new relationship at the WNBA All-Star Game in Las Vegas on Saturday.
According to a news release, Mielle Organics will participate in tentpole events, run WNBA-themed marketing and retail activities, and introduce players to new products throughout the partnership.Mielle President Omar Goff stated that the company 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,” Goff added.
The release said Mielle will also be an associate partner of WNBA Live presented by U.S. Bank, the league’s interactive fan festival which enables fans to celebrate the league’s marquee moments, teams, players, and so on.
“The WNBA is excited to partner with Mielle, a brand that is committed to empowering women and supporting women’s sports,” said WNBA Chief Growth Officer Colie Edison. “This year’s WNBA Live in Las Vegas will not only give us the chance to celebrate our game, but also the opportunity to tip off this dynamic partnership with Mielle.”
Mielle, the fastest-growing Black-founded and woman-led global beauty brand, is the second cosmetic brand to collaborate with the WNBA. Glossier began working with the league in October 2020.
The number of beauty collaborations with sports groups and sportsmen has recently increased. Sports players such as Shai Gilgeous-Alexander and Angel Reese have recently become brand advocates for cosmetics companies. Three months ago, Mielle signed 21-year-old LSU basketball standout Reese as its newest ambassador.
It was announced that Reese as part of her new role will promote the textured hair-care brand’s products online to her 4.3 million followers across Instagram, TikTok and Twitter as well as at in-person events.