Mielle Organics has announced a multi-year partnership to be an official marketing partner with the Women’s National Basketball Association (WNBA).

The Black-founded and woman-led global beauty brand kicked off the partnership at the 2023 AT&T WNBA All-Star Game at Michelob Ultra Arena in Las Vegas, Saturday, July 15.

“We’re excited to partner with the WNBA to celebrate the best women’s basketball talent in the world,” Omar Goff, president at Mielle, said in a statement. “Mielle was founded by Queen Monique Rodriguez and is committed to ensuring the queens on the court have superior products to confidently embrace their natural hair beauty. Mielle was built on the foundation of providing high-quality, natural products for textured hair. The WNBA partnership enables Mielle to empower players through exceptional hair care.”

News of the partnership with the WNBA comes six months after Mielle Organics joined Proctor & Gamble (P&G) Beauty, a division of the consumer packaged goods powerhouse.

Mielle's products can be found in more than 100,000 stores across the U.S. in retailers such as Ulta Beauty, Sally Beauty, Target, CVS, Rite Aid, Walgreens and Walmart, according to its website.

Through the new partnership, the company will serve as an associate partner of WNBA Live — the league’s annual two-day interactive fan festival. Moreover, Mielle will conduct WNBA-themed marketing and retail programs and introduce players to their products.

“The WNBA is excited to partner with Mielle, a brand that is committed to empowering women and supporting women’s sports,” WNBA chief growth officer Colie Edison said in a statement. “This year’s WNBA Live in Las Vegas will give us the chance to celebrate tip off this dynamic partnership with Mielle.”