Mielle announced on Oct. 6, 2026 that Philadelphia Eagles quarterback Jalen Hurts and Houston Texans defensive end Will Anderson Jr. are the newest faces of the brand, per PR Newswire.

The pairing extends a relationship that made Mielle the NFL's first Official Textured Hair Care Partner nearly a year earlier, and it marks a deliberate push into men's grooming through the brand's "Tested by Real Life" platform.

The Inquirer reports Hurts is now adding hair care to an endorsement portfolio that already spans sneakers, soda, watches and headphones.

The Inquirer notes Mielle first broke ground by becoming the WNBA's first official textured hair care partner in 2023, then the NFL's in November 2025, and has worked with Angel Reese and Howard University's swimming and diving team.

Putting barbershop-and-locker-room routines for Black men on one of sports' biggest marketing stages is the surprising leap — men's textured hair care finally getting, in founder Monique Rodriguez's words, the same spotlight as any other grooming category.

The new "Can't Miss It" campaign, under the "Tested by Real Life" platform, anchors its films in preparation rather than game-day heroics. PR Newswire says Hurts uses the Rosemary Mint pomade-to-oil scalp and hair quencher, while Anderson Jr. uses the Pomegranate and Honey curl defining mousse.

PR Newswire also quotes senior hair scientist Kierston Jackson explaining that sweat and helmet friction can affect scalp health, moisture and hair strength, and that the enhanced Rosemint Mint collection — pure rosemary extract, biotin, castor oil and vitamin B5 — is formulated to support up to 12x stronger strands when the full regimen is used as directed.

According to Yahoo's Men's Journal interview, Anderson Jr. says grooming is evolving inside NFL locker rooms, with players bringing their own shampoos and conditioners and increasingly swapping recommendations.

"Everybody wants to look good," he told Men's Journal, hoping his openness encourages other Black men to express themselves without shrinking who they are.

For Mielle, founded in 2014 by CEO Monique Rodriguez and now sold in more than 90 countries and over 100,000 U.S. stores, the men's market represents a new audience for the same root-to-results philosophy.

Both campaign films are rolling out this week on Mielle Organics' YouTube channel and @MielleOrganics on Instagram and TikTok, per PR Newswire.

The Inquirer frames Hurts' involvement as a selective, values-driven endorsement choice for a quarterback Forbes estimates earned $56.5 million as of September, suggesting more athlete-facing beauty deals could follow.

Anderson Jr. told Men's Journal that being the first to partner with the brand in the NFL "means everything" — and that the Pomegranate & Honey mousse is one product he cannot live without, even joking he would DoorDash it if he forgot it at home.