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♬ Original song – Alix Earl
If you’ve been on social media lately, chances are you’ve heard influencer Alix Earl share her opinion of recommending Mielle Organics Rosemary Mint Scalp & Hair Strengthening Oil ($10). increase. of use. TikTok user Jianna Ewuresi analyzed the root of the problem and found that some people were upset because this particular influencer just passively mentioned the product and gained enough followers that it sold out quickly. She did just that. After co-signing Oil, it went viral and quickly became difficult to find in stores.
Black women in particular say they hope the brand isn’t planning on restructuring, giving up ownership to a white-owned company, or catering exclusively to a new white audience. P&G just announced the acquisition of Mielle Organics on January 11th (we reached out to the company’s CEO, Monique Rodriguez, for comment, and a rep responded with a link to the Instagram post. said, “We remain forever committed to developing high-quality, effective products that address the needs of our customers’ hair types.”
Here’s the problem: It’s true when you find a black-owned brand you love and feel like it’s “selling out the community.” That happened when it was sold to Oreal USA. Aside from what these acquisitions meant for each company’s financial health, visually, it started to feel like there could be no black-owned, black-popular hair care company. , as with some of the aforementioned brands, Mielle Organics products were not. that’s all Created for black or natural hair, they were marketed absolutely black.
The brand itself describes its rosemary oil as “formulated for all hair types and textures.” However, it doesn’t mean that these products don’t work on other hair types at all. It was a breath of fresh air when marketing experience was once only ultimately focused on black women.
What this controversy really shows is the fact that the hair care industry still has a long way to go if it truly wants to include black women with kinky/chewy hair types.
What makes Mielle Organics and many other black-owned hair care companies stand out is serving marginalized groups of people who have enormous purchasing power while selling effective products. (In her Nielson survey in 2017, black purchasing power was projected to exceed $1.5 trillion for her by 2021, and that momentum shows no signs of slowing down.) Kinky/coilly hair type If you want to be truly inclusive of black women, go for it.
Image Source: mielleorganics.com
Even with the progress made in the beauty industry, horror stories of black celebrities and models mishandling their hair while at work are still common. , the lack of consideration for frizzy curly hair is clear. increase.
The reality is that the black women’s hair care market has far more options than you probably realize. Just Google these keywords and you’ll find options with nearly identical ingredients (primary example: Difeel Rosemary and Mint Oil ($10) available now on Amazon).
However, building trust and brand loyalty shouldn’t be done by laymen on social media. Not when companies have multi-million dollar budgets allocated to that exact task. Brands such as Mielle Organics, Carol’s Daughter, and Bread Haircare not only prove how their products work for dark hair types, but also emphasize putting the Black woman’s experience at the center of their storytelling. I have been successful in proving that. This method works. Black women are not an afterthought. It’s time for the rest of these brands to catch up.
Image Source: Mielle Organics