Mielle Makes History as the NFL’s First Official Textured Hair Care Partner
HEALTH & BEAUTYSPORTS
Mielle, one of the fastest growing, textured haircare brands, announces campaign with the National Football League (NFL).
The National Football League (NFL) is strengthening its commitment to self-expression and community connection by adding a crucial new partner to its roster. Mielle, one of the fastest-growing, Black-founded, and woman-led textured hair care brands (a P&G brand), today announced a groundbreaking new partnership with the NFL, becoming the first Official Textured-Hair Care Partner of the League.
This landmark agreement is a powerful culture-driving force, aligning the world’s leading football league with a beauty brand that is beloved by millions of women globally and essential to countless textured-hair athletes. It tackles a significant issue head-on: the sweat and friction experienced by athletes under helmets, which can cause severe dryness, breakage, and frizz for textured hair.
Performance Under Pressure
The NFL partnership gives Mielle a high-visibility stage to prove the exceptional performance of its products, showcasing how its high-performing, natural ingredients protect curls and coils under the ultimate "torture test" of physical activity.
The brand's dermatologists-reviewed formulas are backed by rigorous safety testing and accreditation from the Skin Health Alliance, reflecting the brand’s commitment to real results. Mielle’s best-selling Rosemary Mint Oil alone boasts more than 75,000 five-star reviews, reflecting the trust Mielle brings to the professional sports arena.
Monique Rodriguez, Founder and CEO of Mielle, spoke to the cultural significance: “We’re honored to be the first textured hair care partner of the NFL through our partnership with P&G. For so many of us, football represents family and community... And for millions of fans, that includes twisting, braiding, and caring for your textured hair before kickoff.”
Expanding Representation and Confidence
The collaboration expands the impact of both organizations by promoting representation, improving access to high-quality care, and celebrating the diversity of hair types within the sport’s massive ecosystem.
Omar Goff, President of Mielle, highlighted the message of confidence: “When textured hair products are in the locker room, players can show up as their full, authentic selves and leave with the same confidence they carry onto the field. This partnership reinforces that textured hair isn't a niche, it's central to the culture, the preparation, and the game-day experience.”
The NFL shares this vision, with Tracie Rodburg, SVP Global Partnerships, NFL, noting that the partnership aligns with the league’s mission to build lasting connections within communities and celebrate the self-expression of its players and fans.
Mielle’s portfolio, which includes fan-favorites like Rosemary Mint, Pomegranate & Honey, and Kalahari Melon & Aloe, was developed for maximum moisture, strength, and protection, ensuring that performance is maintained through every practice and game.
The announcement is supported by a social-first campaign, including a viral “Passing the Phone” video moment that features talent across the league, celebrating how men and women show up authentically both on and off the field. This partnership marks a major step toward creating possibilities and expanding access for textured hair fans around the world through one of the most powerful ecosystems in sports and media.