Mielle Organics has signed an historic partnership agreement with the Women’s National Basketball Association (WNBA) to become the league’s first official textured hair care partner. The brand announced the groundbreaking deal in a statement on Thursday, July 14, 2023.
The partnership will kick off on Saturday at the WNBA All-Star Game in Las Vegas, where Mielle Organics will host activations and connect with fans. Throughout the deal, Mielle will develop marketing campaigns that will be promoted across WNBA media channels and by league partners.
This marks the second beauty brand partnership for the WNBA after Glossier signed on in October 2020. It represents the latest in a series of beauty brand tie-ups with major sports leagues and athletes.
Mielle Organics was founded by Monique Rodriguez and acquired by Procter & Gamble in January 2023. The textured hair care brand continues its rapid growth, building on a previous endorsement deal with college basketball star Angel Reese.
The WNBA partnership aligns with Mielle’s mission to better serve the textured hair care needs of female athletes and fans. It also provides a platform to promote its products to an engaged, diverse audience.
For the WNBA, the deal with Mielle Organics represents an opportunity to further connect with its fanbase and drive inclusion in women’s sports. As Mielle launches integrated marketing campaigns, the WNBA aims to highlight its position as a progressive league that supports diverse beauty needs.