Textured haircare brand Mielle has launched its first brand campaign with a focus on the community that has formed around its products.

Called “From One Queen to Another,” the campaign was developed with Canadian creative agency Juliet and production house Fela and spotlights the brand’s pomegranate and honey collection of products with help from women’s basketball champion Angel Reese. In many ways, it aims to magnify the strong word of mouth that has helped the brand grow over the past decade.

“When our ‘Mielle Mavens’ are excited about their favourite Mielle ‘IT’ product, they put their friends and family on to it,” explains Monique Rodriguez, the brand’s founder and CEO. “‘From One Queen to Another’ reflects that community that we have built.”

The campaign is airing through 2024 across TV, OLV, social and digital OOH. Experiential is also included in the mix, with the brand planning to bring the campaign to key cultural events, run on-site activations and host panels as part of its mission to empower women of colour.

Alongside those efforts, Reese – the brand’s newest ambassador – has curated a special “Queen of the Court” bundle of handpicked favourite Mielle products.

“Mielle is the leader in the hair care industry not just in sales, but through the brand’s commitment to empowerment and sisterhood with a tribe of loyal customers,” says Omar Goff, the brand’s president. “In the nearly 10 years since launching, we have seen the power of this community, and we will continue to harness that passion to uplift our queens and make impactful changes in the beauty and sports industries and beyond.”