The Doux is a vibrant and innovative brand that has captured the hearts of textured hair enthusiasts everywhere. With its bold packaging, playful product names, and an unwavering commitment to quality, this brand has quickly become a go-to for beauty supply store owners looking to offer their customers something truly special. In this exclusive interview, we chat with visionary Maya Smith, to dive into the journey of The Doux, uncover the secrets behind its success, and explore what’s next on the horizon for this trailblazing brand.
OTC: Tell us about your role at The Doux and how you entered the beauty industry.
Maya Smith: My name is Maya Smith, CEO and co-founder of The Doux and licensed Master Cosmologist. I began my journey in the hair industry while I was still in high school, taking advantage of the vocational training opportunities available at the time. By the age of 17, I had already become a licensed cosmetologist and worked under the most innovative stylist in Los Angeles.
OTC: The Doux has quickly become a favorite among beauty supply store owners and customers alike. What do you think sets The Doux apart from other hair care brands on the market?
Maya: Beyond our unique, eye-catching packaging, what truly sets The Doux apart from other hair care brands is our commitment to salon-quality products. Every product we offer is personally developed and rigorously tested by me in my own salon. Each formula is not only tried and tested in a real-world salon environment but is also backed by scientific research to ensure the best results.
OTC: Can you share some of the key challenges and successes you’ve experienced in bringing The Doux to where it is today?
Maya: Bringing The Doux to where it is today has been a journey filled with both challenges and successes. One of the key challenges has been navigating the highly competitive beauty industry while staying true to our brand’s vision and values. Early on, it was difficult to break through the noise and get our products into the hands of customers who were already loyal to other Brands. However, this challenge also led to one of our biggest successes: building a strong, authentic community around The Doux. By focusing on creating salon-quality products that deliver real results and maintaining a genuine connection with our customers through social media and in-person events, we have been able to stand out in the market.
OTC: How does The Doux approach product development? Can you walk us through the process of creating a new product from concept to shelf?
Maya: As I mentioned before, every product we create is inspired and formulated based on my hands-on experience working in my salon. A fun fact: I’m also the Creative Director behind our marketing, formulas, and packaging. Being actively involved with my clients provides the unique opportunity to conduct mini focus groups, allowing me to listen and learn directly from consumers about how they want products to perform and fit into their daily routines. By combining feedback from clients in my chair, product reviews, and social media, we identify consumer needs and begin the process of formulating and testing new products.
OTC: Many of our readers are beauty supply store owners who stock The Doux products. What advice would you give them on how to best promote and sell your products in their stores?
Maya: First, we want to extend our gratitude to beauty supply store owners for their continued support. When introducing The Doux to customers, we recommend emphasizing that our products are formulated by a licensed cosmetologist, ensuring professional quality and effectiveness. The Doux products are designed for simplicity and ease of use, with items like Mousse Def and Crazy Sexy Curl providing flawless curls with just one product.
OTC: The Doux is known for its bold, vibrant branding and unique product names. How important is brand identity to your overall success, and what inspired the brand’s aesthetic?
Maya: I’ve always seen myself as a creative at heart who happens to do hair. Every detail you see—from the product names and labels to the packaging—reflects my passion for art, fashion, music, and hip-hop culture.
OTC: How does The Doux ensure its products meet the diverse needs of customers with different hair types and textures?
Maya: At The Doux, we prioritize versatility in our product development to cater to the diverse needs of customers with various hair types and textures. We formulate each product to work effectively across a wide range of hair textures, from curly and coily. Our approach involves extensive testing on different hair types to ensure each formula delivers consistent, high-quality results. We also incorporate feedback from our community, including professional stylists and customers, to refine our products and address specific hair care concerns. This commitment to understanding and serving all hair types helps us create products that truly meet the needs of our diverse community.
OTC: Customer feedback is crucial in the beauty industry. How does your brand incorporate customer insights and reviews into your product development and marketing strategies?
Maya: In the beauty world, customer feedback is key. Brands listen to what people are saying to tweak products, come up with new ideas, and create stuff that really hits the mark. They use this feedback in marketing too, by highlighting what customers love and sharing real user experiences to build trust. By staying connected with their audience through social media and direct feedback, brands keep improving their community.
OTC: As the beauty industry continues to evolve, especially in the natural hair care space, what trends do you see shaping the future, and how is The Doux preparing to stay ahead of the curve?
Maya: As the textured hair care space evolves, especially in natural hair care, a big trend is the demand for versatility—giving consumers the freedom to wear their hair however they choose, whether curly, straight, or anything in between. The future is all about offering products that support and celebrate every style choice, without compromising the health of the hair. The Doux is staying ahead by creating versatile products that work for all hair types and styles. Whether someone wants to rock their natural curls or switch it up with a sleek, straight look, The Doux ensures they have the right tools and products to do it effortlessly, keeping their hair healthy and looking great no matter the style.
OTC: Can you share any upcoming products, initiatives, or partnerships that beauty supply owners should be excited about?
Maya: We want to extend our heartfelt gratitude to our beauty supply partners. Your continued support and collaboration are invaluable to us. Together, we are able to bring quality products and exceptional service to our communities. We look forward to continuing to grow and succeed with you in the future. Thank you for being an essential part of our journey.
OTC: Community and education seem to be important aspects of The Doux brand. How do you engage with your audience beyond just selling products?
Maya: The Doux goes beyond just selling products, but by creating community and emphasizing education. We connect with our audience through social media, hosting live tutorials Q&A sessions, and sharing styling tips to help customers get the most out of their products. The brand also builds a strong community by encouraging customers to share their own hair journeys, fostering a supportive space where people can learn from each other and celebrate the experience of getting to do their hair.
OTC: What are your long-term goals for The Doux, and how do you see the brand evolving in the next five to ten years?
Maya: Our long-term goals for The Doux include expanding our products meet even ever-changing hair needs, continuing to innovate in natural hair care, and growing our community globally. We’re committed to deepening our focus on inclusivity and versatility, making sure everyone has the tools to express their style, whether curly, straight, or anything in between. We’re also excited about expanding our Doux Gang Pro community, building a larger network of professionals and enthusiasts who share our passion. On top of that, we’re dedicated to increasing our philanthropic efforts, giving back to the communities that support us, and championing causes that align with our mission. Our vision is to lead not just in quality, but also in making a meaningful impact through our products and the strong, supportive community we’re building together.
