Monique & Melvin Rodriguez: Bringing Success to Community

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Monique and Melvin Rodriguez are the dynamic duo behind Mielle Organics, a hair care and beauty brand that produces natural products that promote healthy hair. Their entrepreneurial journey has been driven by Monique's passion for beauty and desire for healthier hair solutions.

Formerly a registered nurse, Monique transitioned to the haircare industry after a change in her professional perspective on life and fulfillment. She started sharing her journey on social media, experimenting in her kitchen to craft products for her natural hair. The outcome of that creativity would prove to be pivotal for the couple.

Today, Mielle is one of the fastest-growing hair care brands in the multicultural space and, as of 2023, a subsidiary of Procter & Gamble.

Monique and Melvin recently joined Nicole Auyang, City National Bank’s head of community banking, for a conversation about the success of their company, their partnerships and the importance of mentoring.

 

Working Through Challenges

In 2013, a personal loss precipitated Monique to step back and reflect on her life. She began posting on social media about her hair, including recipes she concocted in her kitchen blender with ingredients such as honey and avocado, based on her knowledge of anatomy and physiology from her nursing education.

“Women started asking me where they could buy the products I was making and a light bulb went off that it was time to start a business,” Monique said.

The couple's decision to take a chance and start a company has paid off. Mielle Organics products are sold in 90 countries and more than 100,000 retail locations across the U.S.

“It’s beautiful that we’ve been able to build this business together and show our kids how special it can be to do something together,” Melvin said.

 

Pivot Points for Entrepreneurs

Initially, Monique’s goal was for her products to be in retail stores within five years. But their popularity took off quickly and was noticed by leaders at Sally Beauty Supply, who were intrigued by the brand.

“Our daughter had a gymnastics competition in Texas and the people at Sally Beauty Supply told us to bring our kids along to the meeting with them,” Melvin said. “It was amazing that they had a front seat to a moment that changed the trajectory of our lives.”

Mielle products sold out quickly once they were introduced at the beauty supply giant's retail locations. Monique attributes this largely to the presence she built before going national with her product.

“Our strategy from the beginning was to focus on our customers first, and since I’m a customer, I was relatable,” Monique said. “If you know who you’re serving and know how you can serve them better than the competition, then you’ll succeed.”

Another milestone for the couple was getting a nine-figure, non-controlling investment from Berkshire Partners. Then, in 2023, P&G approached them to become a subsidiary.

The Rodriguezes are looking forward to expanding their brand beyond hair products to other beauty supplies, drawing upon the resources, expertise, innovation and technology that P&G brings to Mielle.

 

Bringing Success to Community

The couple sees the partnership as a way to expand their presence and create more opportunities for people of color.

“Not a lot of people were happy with our partnership,” Monique said. “In our community [acquisitions] are not normalized, and it’s looked at as something being taken away from us. But we want more companies like ours to partner with conglomerates.”

Melvin and Monique made sure their big business deal boosted more than just their entrepreneurial efforts. They also made sure there was a philanthropical aspect to the acquisition that would help their community.

As part of the partnership, P&G donated $10 million donation to Mielle Cares, a nonprofit that provides resources to advance initiatives in Black and Brown communities, including a program that the Rodriguezes started at their high school to inspire young people that focuses on mental health and wellbeing.

The couple hopes to change the mindset of kids and help them understand that “their current now doesn’t need to be their tomorrow,” Melvin said.

Monique and Melvin are also deeply involved with Hope Chicago, which provides free college educations to students from Chicago Public Schools. The nonprofit currently supports 4,000 college students.

 

Lessons for Aspiring Entrepreneurs

As Mielle Organics celebrates its 10-year anniversary in May 2024, Monique and Melvin appreciate how quickly their customer base has grown since their humble kitchen beginning.

“We grew from a 100% ecommerce business where we were filling pump bottles in our basement to five buildings on one campus,” Melvin said. “We’ve been able to impact so many families with our business, but we never forget the challenges we’ve had to overcome,.”

Both spouses share their experience and mentor other entrepreneurs.

“When we mentor people, we tell them, ‘It’s okay to start where you are, but it’s not okay to not start at all,’” Melvin remarked. “But entrepreneurship isn’t easy, so don’t sign up if you’re not going to show up.”

Besides their determination and faith in each other, Monique believes they owe some of their success to their commitment to grow slowly and to surround themselves with people who provided them with good advice.

Don't miss the rest of the conversation between Monique, Melvin and Nicole by listening to the full podcast above.