Communications & PR Leadership

Communications & PR Leadership

Case Study

Revamping PR Strategies: How Mielle Organics Triumphed with Chameleon Collective



Mielle Organics, a leading Black-owned and woman-led beauty brand, expanded its U.S. reach to 100,000 stores. However, they lacked a concrete PR strategy and leadership. They urgently needed a seasoned interim leader to redefine their PR approach.


Chameleon Collective responded. Introducing Holly Thomas, a PR maven, as the Interim Head of Communications & PR, she became Mielle’s linchpin, reshaping their communicative vision with results in focus. Holly amplified the brand, collaborating with key agencies and elevating the founder’s profile. Her strategic prowess saw the launch of three collections, numerous line extensions, and a high-impact debut in Ulta. Beyond products, Holly ensured brand resonance at major events and collaborations, including Amazon’s Harlem series. Her holistic approach also fortified Mielle’s philanthropic ties and championed their Global Education & Entrepreneurship Program. Additionally, she flawlessly orchestrated the communication for the brand’s partnership with P&G.


Under Holly’s strategic leadership, Mielle Organics enjoyed unprecedented PR success. Her efforts resulted in a 441% increase in YOY media impressions and a colossal 1,403% increase in YOY story placements. The brand’s presence dominated in leading outlets, including Vogue, Allure, Glamour, Cosmopolitan, Essence, and Forbes, among others. Holly also successfully secured beauty and brand awards from 14 prestigious titles, marking a 250% YOY increase. Her tenure at Mielle Organics highlights Chameleon Collective’s commitment to delivering exceptional results and transformative leadership in PR and communications strategy.


Mielle Organics LLC

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Holly Thomas

Holly Thomas

Communications & PR Leader

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