College basketball star Angel Reese is Mielle Organics’ newest ambassador.

In her role, the Louisiana State University forward will front the textured-hair care brand online and at in-person events, also curating a limited-edition bundle of her favorite Mielle products, available for purchase later this summer.

“We chosen Angel as a brand ambassador because our goal is to bridge the gap between sports and the wonder space,” said Monique Rodriguez, founder and chief executive officer of Mielle, which was acquired by P&G Beauty in January. “The boldness, boldness and resilience she embodies on and off the court are a number of the qualities we search for when we decide brand ambassadors — she’s inspirational.”

Known for her energetic personality and love for fashion and sweetness, Reese boasts a rapidly growing TikTok following of greater than 2 million. Last month, the 21-year-old athlete led LSU to victory in the varsity’s first national championship game of a National Collegiate Athletic Association Women’s Basketball Tournament.

And types are being attentive: To this point, Reese has racked up NIL (name, image and likeness) deals with firms like Bose, Outback Steakhouse, McDonald’s, JanSport and more.

Said Reese in an exclusive email to WWD: “I actually have been using [Mielle’s] products on and off the court for a number of years now. I’m proud to represent a brand that’s committed to uplifting women, giving back and changing norms. I respect the drive and dedication of Mielle’s Founder and CEO Monique Rodriguez; I actually have that very same passion, and it’s a dream to be connected to an organization like this.”

Previous Mielle ambassadors include Megan Thee Stallion and rapper Saweetie.

In tapping Reese, the hair care brand joins a growing group of beauty players harnessing skilled and student athletes to resonate with young and value-driven consumers. Oral care brand Moon was among the many harbingers of the trend when it joined forces with former Los Angeles Rams wide receiver Odell Beckham Jr. in 2021, and within the years since, Hally Hair, Sephora, Rimmel, Bubble and more have gotten in on the motion.

The partnership comes at a time of growth for Mielle, which saw sales surge after influencer Alix Earle uploaded a TikTok video praising its Rosemary Mint Hair Oil in December 2022. Weeks later, the corporate was acquired by P&G.

“It has been an incredible partnership with P&G; for probably the most part, things are still the identical for us, but we’ve that added layer of distribution of resources so our Mielle customers don’t have issues finding the products they love,” said Rodriguez.