Mielle Organics Founder sat down with Essence's VP of Content, Nandi Howard, to discuss their 10-year legacy, the P&G acquisition, and their mission to uphold a commitment to their community.
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00:00Hi, Essence family, I'm Nandi Howard, the vice president of content for Essence Magazine,
00:04and we are here with the CEO of Miel Organics, Monique Rodriguez.
00:08So Monique, you're embarking on a big journey, 10 years in the industry, you have a daughter
00:13in college, you're coming out with a new book.
00:16Can you just explain to us what that all signifies?
00:18Yeah, I mean, definitely like being an entrepreneur is a faith walk.
00:23Like, yeah, definitely a spiritual journey, like you have your highs, your lows.
00:28And my faith is what has kept me, you know, thus far and will continue to keep me.
00:33So when I think about celebrating 10 years, it has definitely been a blessing to build
00:38a company from my kitchen from scratch.
00:41And you know, to be where I'm at today, like it's truly been a rewarding blessing to say
00:46the least.
00:47So when I think about 10, I think about what it really represents.
00:49And it signifies completion, when you think about biblically, right, it signifies like,
00:56you know, biblical principles, the 10 commandments, when you think about our moral character and
01:01our guiding principles that lead us in life.
01:04And it also signifies like God's perfection of his will.
01:07And I know that what I'm doing is definitely in alignment with God's purpose for me and
01:12his will.
01:14Because I know where Miel started, and I know what it was grounded in.
01:17And I know the spiritual walk and the journey that I have been on.
01:21So you know, to celebrate 10 years, I'm just truly thankful to be here.
01:25One thing we don't hear founders do a lot is thanking their faith.
01:29Because you know, like founders will always think like the big investments they got, or
01:33something along those lines.
01:34But I feel like you and your husband are so vocal about your faith, and just how that's
01:39helped you get to where you are.
01:40Absolutely.
01:41Because like I talked about, Miel started from a painful place.
01:46In order for me to get out of that place, it took for me to go on this spiritual journey,
01:51and to become closer with God.
01:53And so I know that where I'm at today, like even the big investments that we have garnered,
01:58right, even the major retail stores that we're in, none of that would have happened if it
02:03wasn't for my faith in God.
02:05And I really strongly believe that God has orchestrated every aspect of my business today.
02:10So you know, that's why I'm so vocal about my faith, because I know where God has brought
02:15me from.
02:16So when you know what you've been through, you know, you overcome by your testimony,
02:19I can only give praise and honor to God and be vocal about that in my business.
02:24What was the event that just encouraged you to launch Miel and really go full force with
02:28your brand?
02:29Yeah, so what catapulted me to start Miel was, you know, back in 2013, I went through
02:35a very tragic loss of my son when I was eight months pregnant.
02:39And at the time, I was working as a registered nurse, I worked as a nurse for eight years
02:43before stepping out on faith and creating this brand.
02:46But you know, going through something that traumatic, it, you know, really allowed me
02:50to like, get to know myself and go on this spiritual journey of, you know, becoming closer
02:55with God.
02:56And, you know, once I became closer to God, you know, that's when literally things started
03:01to shift in my world.
03:03And I had this vision to create, you know, Miel and to start with just providing education
03:08to women that were trying to navigate their natural hair journey.
03:12Because as a consumer myself, I was navigating my own hair journey, you know, growing up,
03:18hair education was not something that was taught.
03:20We were kind of just trying to figure things out as we go along.
03:24And you know, I used to wear my hair like super straight, I did not embrace my curls
03:29like I actually hated my curls when I was younger.
03:33My mom, she did not want to do my hair because it was very thick, it was you know, very curly.
03:38And she started taking me to the salons that did that did these like blowouts that was
03:43extremely damaging to our hair.
03:45So I started going to the salons when I was about 12 years old, all the way into my like
03:49late 20s.
03:50And they would take the like road brush and like blow it out and then apply like the flat
03:55iron that they put on top of the stove.
03:58And so it was really like frying my curls.
04:01And then I had this one incident where I said I wanted to color my hair.
04:06And I tried to color my hair blonde.
04:08And then I wanted to do red within like the same week.
04:11And then still allowing that blow dryer and that flat iron to touch my hair.
04:15And then like my hair started to break off.
04:17So you know, I knew that it was something that, you know, I needed to like learn how
04:22to do my hair, I needed to like learn to embrace my curls.
04:26And so that was a journey for me.
04:27And so that was the education that I wanted to provide women because we're all trying
04:31to figure this out together, right?
04:33And now you see I have curler now, but I take better care of my hair because now I
04:37understand it.
04:39And I wanted to create a safe space where women can come together, be vulnerable, because
04:44I was very vulnerable about sharing my hair journey.
04:47And that allowed women to share their stories and to really try the products because they
04:53saw how the products was transforming my hair.
04:56And then in turn, they started using it and it started transforming their hair as well.
05:00So it started with the educational piece, because I always say when you have a great
05:04product like Miel, it's also about the product technique.
05:08You know, of course, the products are high performing, great ingredients, but we have
05:12to use the products correctly in order to get the best results.
05:15And so I knew the goals that I wanted women to have with their hair.
05:19And so focusing on, you know, products that performed on texture hair, because texture
05:23hair is, it can be a journey, right, especially if you're new to this.
05:29So, you know, having the educational component and the right products is what I wanted to
05:33serve to my community.
05:34And that was the birth of Miel.
05:36Yeah.
05:37I think that's interesting because a lot of young black women deal with, we like put color
05:41in our hair.
05:42We try to like, I mean, I'll go from like a quick weave to a ponytail to whatever.
05:46And I'm like learning that you do need to give your hair a break and just really like
05:50love on it and give it the right products.
05:52I think that's just an interesting story because to know a founder also went through some of
05:56the things that we go through just on like a day to day basis, you know?
05:59Right.
06:00Yeah, absolutely.
06:01And that was the thing.
06:02Like there was no, when I started the brand, I felt that as a consumer, there was no one
06:06I felt could relate to my problems.
06:08Like I was trying to figure out this curly hair.
06:11Some of my hair was straight and some of the hair was curly and I'm using these products
06:15and I'm like, why doesn't my hair look like these people on social media, right?
06:20But not knowing that I have to go through this process of restoring my curls because
06:25my hair was heat damaged, you know, the bonds that hold our hair together were broken because
06:30of the amount of heat that I was putting on my hair.
06:32So I had these false expectations of how my hair looked because of the educational component
06:38that I didn't have at that time.
06:40So I went down this rabbit hole of just doing a lot of researching and trying to restore
06:44my curls.
06:45And that research is what I gave to my community to help them restore their curls as well.
06:50Definitely.
06:51I think one thing that people don't know about Mayel is that a lot of the community work
06:55that you all also do as well, obviously, it's like, you know, people can see it on
06:58the internet.
06:59But, you know, I see Mayel at so many events that my friends host and influencer events
07:04like you all really like support the community a lot.
07:07Like, can you speak to that a little bit?
07:09Just what's your mission behind that?
07:10Yeah, absolutely.
07:11You know, when I started this brand back in 2014, I started it being rooted in the community.
07:17Yeah.
07:18Right.
07:19Before I even had a product, I engage and I connected with people solely off of the
07:22fact of the education that I was providing.
07:25So that engagement allowed me to build up this trustworthy community that trusted the
07:30fact that I'm a registered nurse and I care about people, right?
07:34You know, I'm passionate about the beauty space.
07:36I'm using these products that I'm making in my kitchen.
07:39I'm also putting it on my hair and my family's hair.
07:43So I really wanted the community to know and understand and to see and feel the love and
07:48the passion that I have for creating these products.
07:50And that, in turn, helped to build what you see today.
07:54So I always tell even aspiring entrepreneurs, our motto is we focus on people first, then
07:59the product.
08:00And so when you take people on this journey with you, they grow with you and they feel
08:04a different level of connection and engagement.
08:08And the community is the reason why I'm here today.
08:10And that's why I put all of my heart and soul in giving back to the community that supports
08:15me because I feel that it's my duty to give back, you know, not to just extract dollars
08:21from the community, but to pour back into that community.
08:24And that's why, you know, as we continue to grow, we continue to do more for the community
08:29that we serve.
08:30Definitely.
08:31Yeah.
08:32I feel like if I'm at Fashion Week or just like at a beauty event or even like a beauty
08:35like meetup, I see Mael there, which I think is really cool.
08:39So let's really get into it.
08:42Let's kind of talk about your relationship with P&G.
08:44And I think what our audience wants to know and what we actually addressed in our cover
08:48story was why you sold the brand to P&G.
08:51So I think let's start there on just what made you take that leap of faith and sort
08:56of take your brand to the next level.
08:58Yeah.
08:59So when I talk about like a leap of faith, you know, this was something that I prayed
09:03on.
09:04Yeah.
09:05You know, it was always a vision and a dream of mine to build up a successful brand and
09:10to partner with a major conglomerate like a P&G.
09:14And, you know, the texture hair care space has been underrepresented for so long and
09:19not a lot of attention to the texture hair care space.
09:21Like when you go in the aisles, we have a small aisle, right?
09:25And depending on which neighborhoods you go to, that aisle gets even smaller.
09:29It can be a shelf sometimes, really not even an aisle.
09:32Exactly.
09:33A shelf.
09:34So, you know, the fact of the matter is like I feel that with me building this company,
09:38bringing more awareness to the texture hair care space and allowing these bigger company
09:42strategics to take our space serious, right?
09:46And to get a strategic like P&G to invest and to buy into what I have built means that
09:53they truly believe in this space.
09:56They believe in my leadership.
09:58They believe in my product.
10:00And quite frankly, you know, I'm not sure like what people envision, you know, this
10:04looks like on the other side.
10:06But the P&G that we work with and even the ones that we did, you know, our partnership
10:10to deal with, they look like me and you.
10:13They have textured hair like these are black executives in high positions that are key
10:19decision makers, right?
10:21You know, to buy into a brand such as my own and to show the that they believe in us and
10:28what we're doing, serving our community and lifting our community up and not just, you
10:32know, putting hair products out like the vision is so much bigger.
10:36So I'm just grateful that I was able to have a seat at the table because what that does
10:41is it also shows other little black and brown girls the opportunity of what you can possibly
10:47achieve with just having an idea starting in your kitchen.
10:51And the whole goal is for Miel to be a global beauty brand, right?
10:56The whole goal is to not just have a small aisle or not just have a small show, but to
11:00have more accessibility to the customers that we serve, because everyone that has textured
11:06hair should have access to high quality, high performing products with great ingredients.
11:10I really like how you touched on a point that there were people that look like us within
11:15the deal, right?
11:16Like, I mean, obviously, there's different communities that work at P&G, right?
11:21But I think one thing you I think people are used to people not like us in the boardrooms
11:26and there might not be many, but it's good to know that it wasn't just some people that
11:31weren't a part of our community that brought you into P&G, you know?
11:35And I would say that when you say, you know, it's majority of the time, it's to my we're
11:40the minority in the boardroom.
11:42I would say on the opposite end of that table, when I was in negotiation, we were the majority.
11:47Exactly.
11:48And that's what I really want people to understand.
11:51It's not what, you know, they may envision, you know, these are great people, smart people
11:55in these positions that are in these rooms, yeah, where we wasn't at one point, you know,
12:00but sometimes people are not used to seeing us in the boardroom.
12:03So I think it's them like, taking that in and being like, wait, there were people that
12:06look like us that did this deal as well.
12:09Yeah, I think one thing people want to know is your day to day, like, how actively are
12:13you involved with P&G?
12:16And also Mayel?
12:17Yeah, absolutely.
12:18Like, Mayel is like, my baby, you know, first and foremost, so and that's the thing, like,
12:23when we were at the table negotiating, negotiating, that was a part of my deal for me to stay
12:29on board as the CEO for me to stay on board in the day to day operation.
12:33So when I say like, literally, nothing has changed.
12:37For me, it seems like, you know, we just have access to more, we're able to do more because
12:41of the partnership, right?
12:43Like partnering with the WNBA, yeah, that was cool.
12:45I've seen you work with Angel Reese, too, right?
12:47Yeah, Angel Reese, and like all of the, you know, athlete influencers that we've been
12:51able to bring on board, being the first texture haircare brand to partner with the Olympics,
12:56like, we're allowed to do more, we have access to more because of the partnership.
13:00So when I tell you, like, nothing has changed, you know, I'm still running and operating
13:05the business, I'm still driving the vision forward.
13:09You know, I'm still on as CEO, my husband still operates as COO.
13:13So we still have all of our C-suite executives.
13:16So we are still operating business as usual.
13:20You know, now we can just provide greater products, you know, better innovation, faster
13:25innovation, so we can better serve our customers and also do more for the community as well.
13:30Definitely, definitely.
13:31I think, you know, when these big deals happen, people change their staff, they change, you
13:36know, the formulas, which we'll get into.
13:38And so from the outside in, it takes the consumer to understand that, wait a minute, we had
13:44full control over this deal, or at least some control to where a lot of things internally
13:48didn't change, you know?
13:50Right, right.
13:51I wanted to ask about the ingredients in the formula, because that's something that people
13:54are afraid of when a big brand does, you know, work with something like a P&G.
13:59Can you talk about the formula and how you've addressed this, how it really has not changed?
14:03Yeah, no, this is something that, you know, even from the day that we announced the partnership,
14:08you know, I was very adamant of reassuring our community that nothing will change, formulas
14:14will change, you know, these will be the same formulas that you love before, you know, even
14:18after the partnership, right?
14:20And the number one thing is, like, I've always been very transparent and very authentic with
14:26the community that I serve, because I'm a consumer myself, I use these products, you
14:31know, my family uses these products.
14:33So I've never wanted to, like, sugarcoat anything, you know, if I wanted to change something,
14:39I told my community at that time, I will let everyone know if I decide to make any changes.
14:45And I was very honest and said, nothing will be changing.
14:50And that still stands today, like the same formula, you know, that we had before the
14:55partnership are the same formulas, you know, we've worked with the same manufacturer and
14:59sourcing for over 10 years, right, right.
15:02And before we even started and launched a brand, we were working with that manufacturer
15:06to get the brand off the ground, right.
15:08So we've had the same partners for the past 10 years that, you know, are still manufacturing
15:12our products are still sourcing our products.
15:15So the same products that millions of women love are the same products that millions of
15:19women still love today.
15:20So I will say, I think y'all's creative has gotten better.
15:23I love the design of the bottles, like the just the changes and small little creative
15:27things.
15:28I feel like have really elevated the brand a little bit.
15:31Yeah.
15:32And I think it's like, we should want to get better, we should want to evolve.
15:34And that's the whole goal of like, leveling up definitely.
15:37When you start something, you don't start something to just be mediocre and to remain
15:41the same.
15:42And I feel like we started this brand with a very big vision.
15:45Yeah.
15:46And you know, so I'm glad that you see the evolution of it.
15:49But you know, the the core of what we do is staying true and authentic to ourselves.
15:54So that's something that will never change.
15:56Absolutely, absolutely.
15:57So I've you know, we I want to know because there's been times where I've ordered products
16:01and it hasn't been the correct product or from the right menu, right from the right
16:06source.
16:07So where are the best places that we can actually shop Miel products and make sure that they
16:11are coming from you all's brand, you all's factory that you are the ones sending it out
16:16to us?
16:17Yeah, no, that's a great question.
16:18And that's the great thing about Miel.
16:20It's a very, you know, popular brand, a lot of people want to get their hands on our products.
16:26And so you can find Miel anywhere.
16:29But I would just encourage you know, our maidens and our Mavericks to make sure that you're
16:33buying and purchasing from a verified retail.
16:36Absolutely.
16:37So you have to just make sure that but you know, you're going to get amazing products.
16:41Yeah, I mean, when you're popular, there's a lot of imposters and things, unfortunately,
16:46right.
16:47Um, so just really kind of closing this out on a on a positive note, how have you made
16:53Miel more accessible just to those families who may not be able to get it or may not be
16:57able to afford it?
16:58Where have you just made it more accessible to everyone?
17:01Yeah, so we have been working on a launch for quite some time now.
17:05So we're actually getting ready to launch in Costco, which we're super excited about.
17:10And it's a three pack extension of our rosemary mint collection.
17:14So we're really excited about this launch.
17:16Because to your point, it's going to allow those families that have like, four and five
17:21heads a comb and they you know, need to stock up on products that they can buy in bulk at
17:25Costco.
17:26And so we listen to our consumers.
17:28And you know, the number one request has always been where can we find larger sizes?
17:33So launching at Costco has solved that problem.
17:37I love that.
17:38I mean, Costco is like a fan favorite.
17:40So I feel like that's a very smart decision.
17:43And then lastly, this, what can we expect from the brand?
17:45I know you said Costco, but what's next?
17:47You're coming out with a book.
17:48Just want to know what's on the docket for Miel.
17:51Yeah, so I am launching a book.
17:53So it'll be out in the spring of 25.
17:55So I'm really excited about that.
17:57And the book is really my gift to my community, you know, to share my nuggets and everything
18:02that I've learned over the past 10 years, I feel like all of this wisdom is not for
18:07me to keep to myself, it's for me to share.
18:09So if people really want the tea of how this brand was launched, you know, the trials,
18:14the tribulations that we've gone through, how we've overcame, how we've persevered,
18:19and most importantly, how we've always stood on our faith, it's going to all be in this
18:22book.
18:23And then of course, you know, following us at MielOrganics.com and our social media platforms,
18:29because we're always working on some amazing products.
18:32So we have something in the kitchen cooking, in the manufacturing, not in the kitchen,
18:37we're not in the kitchen anymore, you know, but we have some amazing launches that we're
18:42coming out with in spring as well, too.
18:44Definitely, definitely.
18:45I want to end with you did touch on not in the kitchen anymore.
18:47We actually did a story on Essence about how black women start a lot of their just businesses
18:53in the kitchen and the importance of that.
18:55And so just to hear you go from the kitchen to Costco and to all of these, you know, great
19:01manufacturers, I think is just a really testament to where black women can take their business.
19:05So absolutely.
19:06I mean, the sky is not the limit, it's just the beginning.
19:09And you know, when you really focus on like the possibilities, and more importantly, like
19:14having more examples and leadership in positions like, you know, myself, for the next generation
19:20to see that because we can't be what we don't see.
19:23So we have to normalize what success truly looks like in our community.
19:28So we can break those generational curses.
19:30And so we can truly get ahead as a community, but we have to be supportive of one another,
19:35we have to lift each other up, especially when, you know, we do successful partnerships,
19:40like the one that I was able to do with P&G, we have to uplift the next, you know, person
19:45that does a huge partnership, because that's how we continue to thrive and get ahead and
19:50pour back into the community that we serve.
19:52So Monique, I just wanted to say thank you so much for coming to the Essence office,
19:56our new content studio.
19:59One thing people don't know is last year, the cover was one of our best selling covers
20:03because you addressed your hair, the entrepreneurship, and it was just, I feel like such a genuine
20:09story about a founder.
20:11But I just really am so excited for it to see where Mayo goes in the 10 years that you
20:16all are celebrating, and just want to say thank you for coming to celebrate it with
20:20Essence.
20:21Thank you so much.
20:22It's been a pleasure.
20:23I appreciate it.