Mielle Organics has been experiencing a banner year of expansion and growth, having been acquired successfully by Proctor & Gamble in January 2023. The brand, founded in 2014, continues to be led by husband-and-wife team Michelle and Marvin Rodriguez and has products available through various online and in-store retailers. Their commitment to their founding mission of providing high-quality skin and hair care products for BIPOC is further evidenced by their most recent product launch, an innovative line of cold-activated haircare products.
The complete product line, comprised of five total products, features three options formulated with cold application technology activated upon refrigeration. To learn more about the proprietary cold activation technology and the potential impact of the Avocado & Tamanu Anti-Frizz collection on the BIPOC hair care category, CosmeticsDesign spoke with Nicole Robinson, Senior Brand Director of Mielle Organics, for her insights into the development and launch of the latest collection.
Designed with an issue in mind
As with most of Mielle Organics' product lines, the Anti-Frizz system is purpose-specific and was developed to solve a specific consumer issue. Having identified a strong consumer demand for hair care products that deliver "long-lasting smooth, shiny, and frizz-free looks, this silicone-free line was specifically designed for those that struggle with frizzy hair." "This collection is formulated for curl types 2-4 (wavy, curly, coily)," explained Robinson, and "for Mielle, is the first innovation of its kind."
To best address these issues, researchers acknowledged that while traditionally "heat has been used in a lot of hair care products and tools because it can help open cuticles and allow nutrients to penetrate, like hot oil treatments," long-term use can eventually damage the delicate hair strand, leaving consumers to struggle with frizzy or unmanageable hair that is difficult to style. Further, as the hair cuticle is damaged by extensive heat treatment, more heat is required to fix the issue, causing consumers to be trapped in a vicious cycle of potentially hair-damaging products and styling tool options.
The Mielle Organics product development team instead turned to "the power of cool in hair care," an option that "for the longest time, has been relegated to the cool rinse at the hair salon, or the cold shot button on your blow dryer – an underestimated feature that helps to smooth down the hair cuticle to create maximum shine and help hairstyles last longer," explained Robinson.
How and why it works
The development team's efforts produced the "Avocado & Tamanu Anti-Frizz System formulas, which are not only rich in nutrients and help seal the hair cuticle but are also deep-penetrating and have lightweight absorption," Robinson said. Further, she added, "when used as a full system – shampoo, conditioner, leave-in conditioner, and the styler of choice (Curl Perfector for curly styles or Stay-Straight Serum for straight styles) – this collection delivers long-lasting smooth, shiny, and frizz-free looks." What sets the collection apart from other hair care products, promising similar results, is the "Cold Application Technology™, which closes each cuticle and provides an ice-cold finish for maximum smoothness, shine, and long-lasting results."
The products do not require refrigeration, but it is recommended for maximum efficacy. The system primarily works because of the designed 'cold on contact' approach, which provides the best results when refrigerating the styling products one hour before use to amplify anti-frizz protection properties. Additionally, and likely more convenient for consumers, the products only need to be chilled before use to activate but do not need to be stored in the refrigerator after purchase or use.
As a result, the Mielle Organics Avocado and Tamanu Anti-Frizz Collection "breaks the status quo, even in a beauty regimen like hair care," asserted Robinson. The product line caters directly to the need state of Mielle Organics consumers and creates "an opportunity for people to instead slow down and enjoy self-care moments," she elaborated.
Considering the widespread popularity and positive consumer reception of Mielle Organics products over the past nine years, it is reasonable to assume that the Anti-Frizz collection will also be well received by new and returning Mielle Organics customers alike. After all, Robinson concluded, "Mielle is known for its unique approach to innovation in haircare, and this is only the beginning!"