Mielle - the fastest-growing multicultural hair care brand - has signed LSU breakout star, Angel Reese, as its newest ambassador. This is Reese’s first major beauty deal. Throughout the partnership, Reese’s activation with the brand will include marketing, social media, events, and a limited-edition product bundle.
The 2023 NCAA Women’s Basketball National Champion is one of college basketball’s most successful players when it comes to Name-Image-Likeness deals. The 6 '3” stunner is known not only for her skills on the court, but also for her glam off the court, sporting long flowing tresses and “edges and lashes on fleek,” as she’s described in the official press release.
In a quote shared exclusively with BET, Reese said, “I am thrilled to be partnering with Mielle. I need haircare that works just as hard as I do. In a game, your products need to perform, too. They need to have staying power and keep your hair in place no matter how hard you play. What I love is that Mielle products do this for me on and off the court. I have the perfect products for any gameday needs, and then Mielle also has everything I need when I want to go glam.”
Reese was recently featured in the 2023 Sports Illustrated Swimsuit Issue and was also named the Most Outstanding Player in the 2023 NCAA tournament.
Mielle and Reese are leading the charge in bridging the gap between sports and beauty. Reese has been outspoken about beauty and hair care brands missing out on opportunities in working with college athletes and athletes overall.
According to a press release, Reese noted, “Athletes are the ideal beauty icons and brand ambassadors,” said Reese. “I put it out there that I wanted to work with more beauty brands, and I’m so excited to be working with Mielle! I’m a longtime user and fan of the brand so this is the perfect partnership. I can’t wait to share more with my fans and introduce my new Mielle bundle. The last several months have been a whirlwind. I feel really blessed.“
Mielle’s mission has always been to provide innovative, natural hair care options that help textured hair types grow and flourish, while educating and engaging with consumers. The brand was recently acquired by Procter & Gamble and now operates as a subsidiary of P&G Beauty.
“From the moment we stepped into P&G, we saw a diverse team of leaders who share our values and vision for innovation, education and community empowerment, including several Black leaders who play a key role in the hair care and beauty businesses,” said Monique Rodriguez, co-founder and CEO. “This partnership gives Mielle an opportunity to serve more textured hair consumers with the great products and formulas that our community loves.”
The companies have committed $10 million to Mielle Cares, a non-profit aimed at providing resources and support to advance education and economic opportunities in Black and Brown communities making the partnership with a rising star like Angel Reese a perfect fit.
“Angel is a rising star with bold beauty, confidence, strength and must-have edges who uses and genuinely loves Mielle products,” Rodriguez said. “Angel’s fun personality and ability to connect authentically with her fans make her a perfect addition to the Mielle family. She is THAT girl, and we are so thrilled to have her as our newest ambassador.”