One user wrote, “The natural hair product section is so small, y’all have hundreds of brands catered to your hair and we have about 10 that actually work”. Under the post, individuals shared their frustrations with comments such as “Leave Mielle alone” and “you don’t need this product”. This in turn sparked backlash and frustration from women of colour with textured hair who did not see the necessity for someone with straight hair to advertise a product not made for her. Following the endorsement, the product quickly sold out in stores and online and sellers began ramping up the price. In a ‘Top 2022 Amazon Purchases’ video the Miami-based influencer shared the rosemary mint oil with her 3.7 million followers, stating she has “only been using for little over a month” and had “already seen tremendous hair growth”. At the end of last year, however, 22-year-old TikToker Alix Earle brought the product to a wider audience. In order to truly comprehend the reasoning behind the drama, it is important to understand what the sudden popularity of Black hair products among white women with straight hair has previously meant for Black women with textured hair.įounded in 2014 by Monique Rodriguez, Mielle quickly established itself as a favourite among Black women due to its dedication to creating natural products specifically catered for textured hair – specifically their rosemary oil. But earlier this month when American Afro-hair company Mielle’s Rosemary Mint Scalp & Hair Strengthening Oil started trending among white influencers it sparked a wave of backlash. Every week or so a new product goes viral on TikTok and immediately sells out.
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