After years of creating haircare products for her loyal textured-hair community, Monique Rodriguez, co-founder of Mielle Organics, is now setting her sights on global expansion. This ambition is supported by a significant partnership with a major consumer goods company.
Monique Rodriguez has always been passionate about keeping her textured hair healthy and presentable. However, she never expected her love for hair care would lead to the success of a beauty brand poised for international markets.
“I grew up in a traditional environment where my mom taught me to go to school, get a degree, find a stable job, and eventually retire with a pension,” Rodriguez told The CEO Magazine. She initially followed this path, completing college and working as a labor and delivery nurse. Yet, something felt off.
“I remember walking onto the labor and delivery floor and thinking, ‘This is not what I want to do for the rest of my life,’” she recalled. It wasn’t until she tragically lost her son during a high-risk pregnancy that she took time for deep reflection, leading her to discover a new purpose.
Sharing Her Passion
“I decided to go on social media and share my childhood passion for hair care,” Rodriguez said. Her intention was not to build a large brand but to share tips with her community. With her science background, she offered insights on maintaining textured hair.
“This approach really resonated with my audience,” she noted. “I wanted to connect with people before launching a product.”
Rodriguez began experimenting with various natural ingredients from her kitchen, combining them with existing haircare products. She shared her findings on social media.
“I helped people navigate their hair journeys,” she explained. After building a community, she realized it was time to launch her first product. “That was my light bulb moment.”
She worked hard to create a product that was both effective and safe. In 2014, she launched Almond Mint Oil, which sold out quickly.
“From that moment, I knew I was onto something special,” Rodriguez said.
She wrote a resignation letter to her nursing job, wanting to visualize her departure. “I hung it in my closet to remind myself that I was ready to leave,” she added.
Mielle has since expanded from that initial oil to a full range of hair and skincare products. Throughout this growth, the brand has maintained a strong commitment to its community, which Rodriguez believes is key to Mielle’s success.
“Today, we prioritize people over products,” she emphasized. “In entrepreneurship, you are never your own boss; the people you serve are your bosses. This mindset is the foundation of our growth.”
Expanding Globally
Rodriguez’s journey has been one of learning and determination. She sought help from experts to take Mielle to the next level.
“My goal has always been to create a global beauty brand,” she stated. “As an entrepreneur, you must know when to ask for help to achieve your vision.”
In 2021, Mielle partnered with Berkshire Partners, which provided the expertise and infrastructure needed for growth. This deal made Rodriguez the first Black woman to raise a non-controlling nine-figure investment.
As Mielle prepared for further expansion, Rodriguez sought a partner to help reach consumers worldwide. Procter & Gamble (P&G) became that partner when they acquired Mielle in January 2023.
Rodriguez sees immense potential in this collaboration. It has already yielded significant results, including a partnership with the Women’s National Basketball Association (WNBA). This partnership led to the launch of Mielle’s first ad campaign, “From One Queen to Another,” featuring Rodriguez and basketball star Angel Reese. The campaign aimed to empower women and highlight Mielle’s Pomegranate & Honey collection.
Additionally, Mielle was the first textured haircare brand to set up a salon in the Olympic Village for athletes at the Paris 2024 Olympics. “This allowed athletes from around the world to experience our brand,” Rodriguez shared.
International expansion is already underway, with Mielle increasing its presence in Europe, Africa, the Middle East, and Australia. Rodriguez assures customers that the brand’s authenticity remains intact.
“Our formulas and products have not changed,” she stated. “Now we have access to more resources, which has always been my goal.”
When TikTok influencer Alix Earle praised Mielle’s Rosemary Mint Hair Oil, some customers worried the brand would change or sell out. Rodriguez reassured them that the product line would remain focused on textured hair.
Although Mielle’s customer base has grown, Rodriguez remains committed to the textured-hair market. “Our mission has evolved to educate and empower everyone, not just women,” she noted.
Strengthening Community Ties
Community has been vital to Mielle’s success. Maintaining communication with customers is crucial as the company grows. To strengthen this connection, Rodriguez launched a new corporate social responsibility program called Mielle Cares in partnership with P&G.
“It was important for us to invest in the community that supports us,” she explained. “We created this initiative to promote mental health and entrepreneurship among young people.”
Mielle Cares is particularly important in a climate where less than one percent of Black women receive over a million dollars in funding, even though they are among the fastest-growing groups of entrepreneurs. Rodriguez aims to provide the support she wished she had when starting Mielle.
She stressed the importance of building resilience at a young age, especially regarding mental health, which can be a taboo topic in the Black community.
“When basic needs aren’t met, kids struggle to focus on education or their future careers,” she stated. “We are implementing mental health programs in schools, aiming for at least two therapists in each underserved community school to help students navigate their challenges.”
P&G has contributed $10 million to this effort, which Rodriguez and her husband Melvin have matched. “We started this program at the school we attended in high school,” she added.
The goal is to expand the program to more schools and eventually nationwide.
Despite her ambitious goals, Rodriguez believes in the adage “slow and steady wins the race.” She wants to share this advice with future leaders.
“Although it may look like we grew quickly, our strategy was deliberate,” she explained. “We were strategic and not afraid to say ‘no’ because we believed in our brand.”
This conviction remains strong as Rodriguez leads Mielle into the world of big business. With her passion for textured hair and commitment to her community, she is excited to take her haircare mission global.
You Might Be Interested In