Brand Watch: Mielle Organics Shines at Ulta

Mielle Organics made a splash this summer with the launch of a six-piece collection exclusively at Ulta Beauty.

The Mango and Tulsi botanical blend collection is positioned as the first textured haircare collection to feature tulsi, which is known for its nourishing leaves and richness in vitamin C and zinc to maintain scalp moisture.

“It is one of my greatest passions to find new ingredients and develop problem-solving products,” Monique Rodriguez, founder and CEO of the Black-owned beauty brand, said in a media release for the product launch.

The vegan and cruelty-free product line consists of a serum, shampoo, conditioner, leave-in conditioner, whipping creme and styling gel.

To support the launch, the Mango and Tulsi collection had a dedicated endcap in Ulta stores in August, says Nicole Ray Robinson, senior brand director at Mielle Organics. The collection was also featured on two themed etageres at Ulta — “Black Brilliance Off-Shelf” and “Curl Cocktailing.”

To highlight the collection’s exclusivity, “only here” messaging appeared on product display pages, the Mielle landing page on Ulta.com and a circular feature within Ulta’s Aug. 28-Sept. 17 store ad. Emails, text messages and social media posts touted the launch, Robinson says. The social media activity included a static post and video content from Rodriguez, and several Mielle Mavens, or influencers and members of the brand’s loyalty program.

Various posts on Mielle’s social media accounts in June and July plugged a “Mielle x Ulta Mango & Tulsi” giveaway. For a chance to win an Ulta store gift card and Ulta Salon hair service, participants were asked to tag three friends and follow Mielle and Ulta Beauty on social media. The entrants then had to comment using a specific phrase and an #MiUltaMTMadness hashtag, which refers to the retailer and the new product line. The entry process concluded when participants shared their posts in a story while tagging Ulta, Mielle and an account related to Rodriguez, the brand’s founder.

Ulta began to carry Mielle’s other products in stores and online in April. A photo and bio of Rodriguez was added to a dedicated web page within Ulta.com celebrating Black-owned and founded brands.

“The brand has established a loyal fan base over the years and we’re excited to offer yet another touchpoint for beauty enthusiasts to discover their beloved products,” said Jessica Phillips, VP of merchandising at Ulta Beauty, in a media release.