Unraveling the Mielle Organics Controversy: Lessons in Trust, Transparency, and Healthy Hair Care

by Tanisha Billups, Chief Research Analyst

Introduction
In the world of beauty and haircare, Mielle Organics has made a significant mark since its founding in 2014. Known for its wide range of products targeting natural hair care for Black women, the brand has grown to be distributed in over 87 countries and found in more than 100,000 stores across the U.S. In 2023, Procter & Gamble (P&G) acquired Mielle Organics, maintaining Monique Rodriguez and her husband Melvin as CEO and COO, respectively. While promising to expand access to hair care products, the acquisition was met with mixed reactions from consumers. This case study explores the recent social media controversy regarding the Rosemary Mint Strengthening line and offers insights into the lessons learned.

Challenge

In early 2024, Mielle Organics faced widespread backlash on social media, as several users began to report instances of hair damage, including hair loss and breakage after using the company’s products. Customers shared experiences of their hair coming out in clumps, which spurred a wave of online debate and concern.

The allegations were intensified by suspicions that Mielle’s partnership with P&G may have led to a change in product formulations, compromising the quality and effectiveness that many long-time users had come to trust. Critics feared the classic story of small brands losing integrity after being acquired by large corporations, resulting in potential cost-cutting measures such as cheaper ingredients.

Adding to the controversy was the filing of an intent to sue in May 2024, citing a violation of California's Proposition 65. This law requires businesses to provide warnings if their products contain chemicals known to cause cancer or reproductive harm. Specifically, Mielle Organics’ Strengthening Shampoo was found to potentially expose users to Diethanolamine (DEA), a chemical classified as a carcinogen by the state of California.

Analysis

Mielle Organics’ Rosemary Mint Strengthening Shampoo became the focal point of this controversy. Despite no evidence of DEA in the product’s ingredient list, concerns arose around the ingredient’s general use in personal care products.

DEA is a foaming agent and emulsifier often used in shampoos and cosmetics to adjust the product’s pH and stabilize the mixture. While studies on DEA have shown that high doses can cause cancer in lab animals, there is no established direct link between DEA and cancer in humans. However, the European Union and other regulatory bodies have flagged DEA as potentially harmful, leading to consumer fears when the chemical is suspected in products.

The allegations against Mielle’s products highlighted a broader issue in the haircare industry: the need for transparency around product ingredients, especially in the natural hair care space, where many consumers have specific concerns about chemical exposure and maintaining healthy hair.

*Ingredient list according to website for MIELLE Rosemary Mint Strengthening Shampoo

Water (Aqua, Eau), Sodium C14-16 Olefin Sulfonate, Cocamidopropyl Betaine, Polyquaternium-7, Cocamide MIPA, Glycol Stearate, Polyquaternium-10, Panthenol, Propylene Glycol, Mentha Piperita (Peppermint) Oil, Rosmarinus Officinalis (Rosemary) Leaf Oil, Disodium EDTA, Phytantriol, *Orbignya Oleifera (Babassu) Seed Oil, *Zingiber Officinale (Ginger) Root Oil, *Cocos Nucifera (Coconut) Oil, Equisetum Arvense (Horsetail Grass) Extract, Lawsonia Inermis (Henna) Extract, Rosmarinus Officinalis (Rosemary) Leaves Extract, Anthemis Nobilis (Chamomile) Flower Extract, Symphytum Officinale (Comfrey) Leaves Extract, Humulus Lupulus (Hops) Extract, Urtica Dioica (Nettle) Extract, Honey, Biotin, Ricinus Communis (Castor) Seed Oil, Phenoxyethanol, Benzoic Acid, Ethylhexylglycerin, Glycereth-2 Cocoate, Fragrance (Parfum) *Certified Organic Ingredient

*No DEA present in the list

Solution

In response to the growing concerns, Monique Rodriguez and Mielle Organics addressed the controversy directly. The company emphasized that no lawsuits were filed against the brand, and the acquisition by P&G had not impacted the formulations of their products. The founders reiterated that the company remained an independent subsidiary under P&G, and their commitment to producing high-quality, safe products for Black women’s hair remained intact.

To further support customers, the brand encouraged consumers to first understand their own hair type and specific needs. (Hair Expert: Black Girl Girls)

 

@iamblackgirlcurls Replying to @Hdxbbc ♬ original sound - Black Girl Curls

In a series of educational content pieces, Mielle Organics explained that user error, such as overuse of protein-based products or failure to follow the recommended hair routine, might have contributed to the negative experiences. This educational approach urged users to establish a balanced hair care regimen focusing on cleansing, conditioning, and repairing hair as needed.

Education

Mielle Organics used this controversy as an opportunity to educate its consumer base on the science of hair care. The company advocated for a customized approach to hair care based on hair type and condition. For instance, many of their products are formulated with ingredients like rosemary and mint, known for their ability to strengthen and rejuvenate hair. However, they stressed that an imbalance between protein and moisture can lead to brittleness and breakage, which may have been the cause of some users' complaints.

The brand also highlighted the importance of following product instructions and understanding ingredient interactions. With the increasing popularity of natural hair care, this incident underscored the necessity for consumers to be knowledgeable about the products they use and the potential impacts of improper use.

Conclusion

The Mielle Organics social media controversy reveals the challenges that can arise when small brands scale and partner with larger corporations. While the acquisition by P&G was intended to expand the reach of the brand, it also raised concerns about maintaining product integrity. Mielle Organics’ response demonstrated the importance of transparency, consumer education, and staying true to core values in maintaining trust among its customers.

As the natural hair care industry continues to grow, this case offers valuable insights into the need for accountability and education to ensure that consumers feel confident in the products they use. By fostering open communication and supporting informed hair care choices, brands like Mielle Organics can navigate controversies while strengthening their relationship with their community.

This is the exact reason the MYAVANA was created – to guide consumers on a path to healthy hair care and navigate all the existing products on the market. Get your hair strand analysis kit for a comprehensive healthy hair care plan, or use HairAI for instant, personalized hair product recommendations. Stay tuned for more CASE Studies!