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Mielle Organics is facing backlash over an advertisement that critics say crossed the line from promoting healthy hair to reinforcing texturism. The controversy began after the Black-founded beauty brand shared a now-deleted advertisement for its Rosemary Mint collection featuring a before-and-after image of a Black woman with an Afro, according to a screenshot shared by TheGrio on Aug. 30.
Mielle Organics Texturism controversy: What happened?
In the “before” image, the model’s hair appeared fuller and less defined and was described as “weak & dull.” In the “after,” her hair appeared more elongated, defined and shiny, alongside the words “shiny & strong.”
The post encouraged customers to “swipe for the before ➡️ after” and promoted the Rosemary Mint system as a way to achieve “stronger-feeling, healthy-looking hair.”
While the advertisement was seemingly intended to highlight the effects of the product, some consumers saw a different message — one that appeared to position tightly coiled hair as a problem that needed to be corrected.
After much backlash over the post, the haircare brand issued a public apology, telling fans that the ad did not “reflect how Mielle sees or celebrates textured hair.” The company stated that the image had “been rejected during their review process but somehow “made its way live.”
The apology wasn’t enough to stop heated Black consumers from airing out their concerns. Read the complaints after the flip.
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Read Full Article by Shannon Dawson at madamenoire.com
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