Mielle Organics built a hair-care empire around Monique Rodriguez and rosemary mint oil. Its sale to P&G put years of customer trust on the line.

Monique Rodriguez started Mielle in 2014 after a career in nursing, building a following through homemade products and the women who shared them. The rosemary mint oil became a signature of that relationship. When Alix Earle helped send it viral in late 2022, longtime customers struggled to find the bottle they had been recommending for years. Then came an announcement that made the empty shelf feel like part of a much bigger story.

Full documentary: youtu.be/99BheGqUxEo