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Mielle Organics is about to start a groundbreaking partnership with the WNBA because the elite US ladies’s basketball league’s first textured hair care associate, the model stated in a press release Thursday.
The model — based by Monique Rodriguez and bought by Procter & Gamble in January — is about to launch the brand new partnership on Saturday on the WNBA All-Star Sport in Las Vegas.
All through the partnership, Mielle Organics will host activations at key occasions, and the model will develop a advertising marketing campaign which might be publicised by the league’s media companions in addition to on the WNBA social media channels.
Mielle is the second magnificence model to workforce up with the WNBA; Glossier inked a partnership with the league in October 2020.
This deal is the most recent of a rising variety of magnificence partnerships with sports activities organisations and athletes in latest months.
In April, Mielle Organics signed breakout faculty basketball star Angel Reese as its newest ambassador. In the meantime, Shai Eisenman’s New York-based skincare model Bubble has tapped athletes reminiscent of College of Texas runner-content creator Sam Hurley and NFL participant Justin Jefferson, to assist launch new product strains and attain untapped magnificence customers.
Study extra:
Why Athletes Are Magnificence’s Actual MVPs
Gen-Z sports activities stars like Angel Reese and Shai Gilgeous-Alexander have turn into unlikely ambassadors for cosmetics manufacturers, connecting them to underserved communities. Some are even bypassing partnerships to launch magnificence ventures of their very own.
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