Representation for young Black girls with natural hair is very important across media. Black-owned naturals brand Mielle Organics is pushing that movement forward with a new holiday campaign with streaming platform Netflix for their original live-action musical Jingle Jangle: A Christmas Journey.
“The story of Jingle Jangle: A Christmas Journey speaks to our company’s values of family and representation but allows many young boys and girls like my children to see themselves and their hair reflected on screen,” says Mielle Organics CEO Monique Rodriguez in a statement sent to BLACK ENTERPRISE.
“It is also important for Black women, who often face race-based discrimination due to their hair texture, to see themselves represented in all their natural beauty. Being a part of a campaign that supports the CROWN Act and positively impacts so many people across generations in my community is a dream come true. A partnership with Netflix is important to further advance the support of Black-owned businesses and stories that uplift and advance our communities.”
The new campaign, called “Rooted in the Holidays,” aims to support authentic representation to empowered Black girls during the holiday season and will include a new collection of products based on the movie’s characters.
“I purposefully chose hairstyles for Jingle Jangle: A Christmas Journey that highlighted natural hair. I want my community and people of color all over the world to see themselves featured in the characters David E. Talbert created, especially our 7-year-old son and other boys and girls,” said film producer Lyn Sisson-Talbert in the statement.
“To be able to partner with Monique Rodriguez and Mielle Organics was kismet. We share the same passion and goals, just in two different mediums: to create a platform where natural hair is normalized, creating a specific need for more natural hair specialists, products, and education in the industry.”