Black-owned hair care brand Mielle Organics announces it will join P&G Beauty, which is part of the major conglomerate that owns some of the biggest personal care brands in the world.
Najeera Williams, who owns the natural hair care brand Chairish Naturals and is a Mielle Organics customer, explained the collective concern among Black consumers in aShe said Black women were rightfully concerned about this product reaching white people due to “a similar situation with another brand known as Shea Moisture.”
In 2017, major consumer goods company Unilever acquired Shea Moisture, a Black-owned hair care brand. The brand launched an ad that for featuring three women with straight hair and one with curly hair; only one of the women was Black.Shea Moisture had essentially whitewashed products once designed for Black women and that the quality of the product suffered once ownership changed.
Black hair care is a growing niche in the beauty industry, but there still are not many products available that, like Mielle Organics, are specifically created with natural hair in mind despite Black consumers spending “$473 million in total hair care ” as of 2017, according to a“By now you know that there are not a lot of products on the market for us,” Ronelle Tshiela.
One white TikTok creator, Christine Knudsen, told NBC News she chose to stop using the oil and search for “more suitable products” for her hair type.“Because of supply and demand the oil has become a lot more inaccessible to communities who need it,” she said, adding it was important “to be more knowledgeable about suitable products and to not blindly follow TikTok trends.”
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