2022 was a landmark acquisition year for Procter & Gamble (P&G). The multinational forked out US$1.4 billion to buy the Farmacy Beauty and Tula skincare brands and Ouai haircare business.
P&G has kicked off the new year with the acquisition of Mielle Organics, the naturally-based haircare brand designed to meet the needs of Black consumers.
Since its debut in 2014 by Monique and Melvin Rodriguez, the brand has sold direct to consumers through its dedicated website and is also stocked in US big box retailers such as Ulta Beauty, Target, CVS, Rite Aid, Walgreens and Walmart.
Mielle Organics has also carved out a cult following in Australia, notably for bestsellers such as TikTok favourite, Rosemary Mint Scalp and Hair Strengthening Oil, and Pomegranate & Honey Moisturizing and Detangling Shampoo. The brand is widely available online from leading marketplaces such as catch.com.au and Kogan to Amazon, iHerb, Lookfantastic and natureshair.com.au
In 2021, Mielle Organics also attracted a major investment from Berkshire Partners, the US private equity firm with aggregate investments of US$16 billion.
Details of the P&G buyout were not disclosed, but the agreement extends the multinational’s foot print in the fast-growing sector targeting people of colour.
In 2018, P&G acquired Walker & Co, the parent company of the Bevel and Form shaving and hair brands for men and women. A year later, the company launched its My Black is Beautiful brand.
Mielle Organics will operate as an independent subsidiary of P&G Beauty and will continue to be helmed by its husband-and-wife founders.
The P&G acquisition will extend the reach of Mielle Organics worldwide. “Within this partnership, our role at P&G Beauty will be to support the Mielle Organics team with what they need to achieve their vision – including product expansion in Black and brown communities and investing in research and innovation,” said Alex Keith, CEO of P&G Beauty.
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