The hair-care brand said the message had been rejected during its review process but still made its way onto social media.
Mielle Organics has apologized after a now-deleted marketing post drew criticism over language used to describe textured hair.
The post used a before-and-after style presentation and described the hair in the “before” image as “weak and dull.” The wording prompted criticism from people who said it framed natural Type 4 hair negatively in contrast with the finished result.
Several people responding to a Threads post from The Virtuous Creative raised concerns about texturism, representation and the message the marketing sent to consumers who have long supported the natural-hair brand.
Some questioned why natural hair was described in negative terms, while others said the controversy was especially disappointing because of Mielle’s history within the natural-hair community.
The Virtuous Creative covers business, faith, culture and issues affecting Christian women entrepreneurs, and invited women from that community to share their perspectives on the controversy.
Christine Amor, who identified herself as a Christian and former natural-hair influencer, called the post “tone deaf, inconsiderate” and said, “the wording was terrible.”
Other commenters said the wording made natural Type 4 hair seem less desirable than the finished style shown in the post.
Mielle later issued an apology on its official Threads account.
“We hear you, and we agree. This wasn’t okay,” the company wrote.
Mielle said the message did not reflect how the company views or celebrates textured hair and stated that both textures shown in the post were beautiful.
The company also disclosed that the message had been rejected during its review process but still made its way onto social media.
Mielle said it removed the post and is tightening its internal processes to prevent a similar message from being published again.
“We hear you. We own it,” the company said.
The apology also raises a larger question about brand trust when marketing reaches customers despite concerns being raised during a company’s internal review process.
Customers often pay closer attention to marketing from businesses that build communities around identity, culture or shared values, especially when the messaging conflicts with what they believe the brand stands for.
The Virtuous Creative reached out to Mielle Organics and parent company Procter & Gamble for additional comment about the post and concerns surrounding its messaging. Neither company had responded directly to the request by publication time. Mielle issued its public apology on Threads after The Virtuous Creative reached out.
The Virtuous Creative Wants to Hear From Christian Women Entrepreneurs
What happens when a business publishes marketing that conflicts with the values customers associate with its brand?
How should a company respond when its messaging causes harm or damages customer trust?
The Virtuous Creative wants to hear from Christian women entrepreneurs about how businesses should handle marketing mistakes, accountability and rebuilding customer trust.
Share your thoughts at hello@thevirtuouscreative.com or join the conversation on Threads. Responses may be considered for future reporting.
