Mielle launches its first product collection post-Procter & Gamble acquisition

Two years after getting acquired by Procter & Gamble for an undisclosed sum, Mielle is releasing a new collection that’s all about moisture — a major concern for textured hair-care clients, the Mielle team found.

“We’re very good at social listening and understanding the needs of our consumers,” founder and CEO Monique Rodriguez told Glossy. And, early on, the Mielle team found that its consumers wanted long-lasting moisure and convenience. “[Our consumer] wants to be able to have her life back. She does not want to do her wash day and have to wake up again and do it the next day because her hair feels dry,” she said.

With P&G, Mielle spent years in research and development for the new line. “P&G has an extensive consumer market knowledge program,” said Omar Goff, Mielle’s president. “We invest heavily to speak to consumers in different ways, whether it be in direct focus groups or digital engagements, so the voice of the consumer was loud in the development process. We had a lot more access to testing capabilities and quality controls through [P&G’s] laboratories.”

Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.