The Women’s National Basketball Association (WNBA) today announced a significant multi-year partnership with Mielle, a leading black-founded, and woman-led beauty brand. The brand will now be the Official Textured Hair Care Partner of the WNBA, a move aimed at empowering women and promoting diversity in the sporting world.
“The WNBA is excited to partner with Mielle, a brand that is committed to empowering women and supporting women’s sports,” says WNBA Chief Growth Officer Colie Edison. The partnership will launch at the 2023 AT&T WNBA All-Star Game on July 15 in Las Vegas.
As part of the collaboration, Mielle will be an associate partner of WNBA Live, the league’s two-day interactive fan festival. This event will allow fans to experience the intersection of the WNBA, fashion, music, and culture while celebrating the league’s marquee moments, teams, and players. Mielle’s participation includes an engaging on-site activation featuring samples of their newest collection and opportunities for player meet and greets during the fan festival.
Omar Goff, president at Mielle, showed his enthusiasm about the partnership, “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. The WNBA partnership enables Mielle to empower players through exceptional hair care.”
P&G acquires Mielle Organics
Earlier this year, Mielle, known as the fastest growing Black-founded and women-led global beauty brand, was acquired by consumer goods giant P&G. This development marks a significant expansion for P&G into the textured hair care market, an area where Mielle has demonstrated its prowess for years.
The acquisition is a testament to Mielle’s exponential growth since its founding in 2014 by CEO Monique Rodriguez. Speaking about the acquisition, Rodriguez expressed enthusiasm for the new chapter ahead, “I am excited to work with P&G to continue to inspire and serve our consumers, give back to our community, and deliver innovative products that have been the cornerstone of Mielle since its founding.” As part of P&G’s expansive portfolio, Mielle is set to increase its influence in the beauty market while maintaining its unique approach to textured hair care.
The WNBA partnership appears to be the first step for Mielle as it grows not only its influence but also its presence, in the beauty market.