Black women have slammed white influencers for promoting a popular oil treatment typically used on natural hair.
Alix Earle and Danielle Athena, who are both white, are among the social media stars who have promoted Mielle Organics’ Rosemary Mint Scalp and Hair Strengthening Oil in recent weeks.
But their endorsement, which resulted in sell outs across the country, was met with ferocious backlash from members of the black community.
Dozens expressed frustration that the product created specifically for their hair was no longer readily available when there are already limited options.
Black women, including Ronelle Tshiela (pictured), have slammed white influencers for promoting a popular oil treatment typically used on natural hair
Alix Earle, who is white, is among the social media stars who have promoted Mielle Organics’ Rosemary Mint Scalp and Hair Strengthening Oil in recent weeks
Alix recommended the product to her five million TikTok followers in December as part of a round-up of her favorite merchandise in 2022.
The 22-year-old, from New Jersey, said that she had experienced ‘tremendous hair growth’ after using the oil and, just a short time later, there were widespread sell outs in stores.
Alex also added the Mielle oil to her Amazon storefront which meant she earned commissions from sales.
But the influencer was quickly flooded with complaints from the black community who urged white women to be more mindful.
The comments also reflected the mood as one social media user wrote: ‘That Mielle oil is about to be so much harder to get!’
Another added: ‘Now I’ve got to buy as much Mielle oil as I can before they change the formula and the price. Sisters be strong.’
And a third said: ‘When you look up Mielle, it literally says “products for black hair”… I’m not understanding.’
But she was not the only star to be called out over their endorsement of the hair oil in recent weeks.
Alix recommended the product to her five million TikTok followers in December as part of a round-up of her favorite merchandise in 2022
But she was quickly flooded with complaints from the black community who urged white women to be more mindful
Beauty guru Danielle Athena ended up deleting her TikTok video after being met with a barrage of backlash earlier this year
Beauty guru Danielle Athena ended up deleting her TikTok video after being met with a barrage of backlash earlier this year.
Her clip opened the flood gates for criticism with some women expressing their distaste despite the oil being advertised by the black-owned brand ‘for all hair types.’
Law student Ronelle Tshiela was among those speaking up about the use of white women using the oil.
In a clip posted to TikTok, the 23-year-old said: ‘So there’s a lot of controversy surrounding white women buying the Mielle Organics’ rosemary hair oil.
‘I genuinely need to know something. You go to the website, you see it’s made by a black woman and they’re really emphasizing how it works for black women.
Law student Ronelle Tshiela was among those speaking up about the use of white women using the oil
‘By now you know there are not a lot of products on the market for us. On their Amazon page it’s the same thing, there’s pictures of black women and they’re emphasizing on black women in their marketing.
‘You go in store you have to march to the ethnic hair section and you notice that this section is significantly smaller than all of the other sections.
‘Knowing everything that you know, does it not feel a little weird to still buy the product and then go online and hype it and tell everybody else to buy it.
‘And if it doesn’t feel weird, why not?’
Speaking this week to the New York Times, Ronelle said: ‘At one point, it was sold out at every single Target in New Hampshire.
‘I was frustrated because as a black woman, there’s not that many options to begin with. The natural and ethnic hair care aisle is very limited.’
Speaking at the time, Mielle owner Monique Rodriguez, 39, (pictured) addressed the contention and confirmed the company would be keeping the formula the same
Users worried the trend would increase the price of the product or lead to formula changes
Users worried the trend would increase the price of the product or lead to formula changes.
But, speaking at the time, Mielle owner Monique Rodriguez, 39, addressed the contention and confirmed the company would be keeping the formula the same.
‘We have no plans to change the formula for Rosemary Mint Oil or any products,’ Rodriguez wrote on Twitter.
‘There have been a few recent comments on this posted on this topic but I can personally guarantee you that we are not making any ingredient changes.’
Monique, who founded the company in 2014, told the publication: ‘I get and understand the frustration of black women and why they want to protect an item.
‘I think that everyone should be able to use whatever product they choose to use if it works for their hair. I’m not going to discriminate against what race should use it.’
Manufacturing giant Procter & Gamble bought Mielle Organics in January and Monique, who still serves as chief executive, hopes that this will help increase distribution and make the products more readily available.
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