Maya Smith, Co-Founder and CEO of The Doux, has spent more than three decades behind the chair, turning hair into connection, confidence, and community. Today, she channels that experience into a brand dedicated to high-performance, culture-forward hair care for textured hair and products created by professionals who truly understand it. Her days are anything but typical: from hands-on product testing and creative development to shaping strategy and guiding distributor partnerships, Smith moves fluidly between craft and leadership. At every step, she is focused on innovation, education, and integrity, ensuring The Doux not only delivers results but also honors the textured hair community it serves.
OTC Beauty: What’s your name, title, and role at the company?
My name is Maya Smith. I am the Co-Founder and CEO of The Doux. I oversee brand vision, product development, creative direction, and the overall strategy that guides how we show up in the market, from the salon floor to retail shelves.
OTC Beauty: What is the company’s mission, and how does it drive what you do?
The Doux exists to create high-performance, culture-forward hair care that actually works for textured hair. Our mission is rooted in education, integrity, and innovation. Every decision we make, from formulation to packaging to how we partner with distributors, is driven by the belief that textured hair deserves products created by professionals who truly understand it.
OTC Beauty: What inspired you to pursue a career in the beauty and hair care industry?
I am a licensed cosmetologist and have been behind the chair for over 30 years. Hair was never just hair to me, it was connection, confidence, and community. I saw firsthand how underserved textured hair was, both in product performance and education, and I knew I wanted to change that.
OTC Beauty: Can you walk us through a typical day at work? What’s the first thing you do when you get to the office?
There really is no typical day, which I love. The first thing I do is ground myself and review priorities. From there, my day may include product testing, creative reviews, distributor conversations, marketing strategy, or education planning. I stay very close to both the creative and the business sides.
OTC Beauty: How do you prioritize your tasks and responsibilities during the day?
I prioritize based on impact. What moves the brand forward, supports our partners, or protects our standards, comes first. I also trust my team, which allows me to focus on vision while staying connected to execution.
OTC Beauty: What’s your favorite part of the day at work, and why?
Hands down, product testing and creative development. Seeing an idea come to life and knowing it will genuinely help someone love their hair more never gets old.
OTC Beauty: Can you share an exciting project or initiative you’re currently working on?
We are continuing to expand our innovation pipeline with new stylers and treatments designed to meet consumers exactly where they are. We are also investing heavily in education and storytelling that supports distributors and beauty supply partners in driving sell-through, not just shelf presence.
OTC Beauty: What’s your favorite product, and how do you incorporate it into your daily routine?
That’s like choosing a favorite child, but CRAZYSEXYCURL™ Honey Setting Foam is always in rotation. I use it for definition, moisture, and versatility, whether I am wearing curls, a wash-and-go, setting a style, or refreshing braids to control frizz and add shine without buildup.
OTC Beauty: How do you stay inspired and keep the creative energy flowing throughout your workday?
I stay inspired by culture, music, art, and conversations with real stylists and consumers. Creativity doesn’t live in isolation, it lives in community.
OTC Beauty: How would you describe the company culture, and how does it influence your approach to your work?
Our culture is collaborative, honest, and rooted in respect for the craft. We move with intention, we value expertise, and we hold ourselves accountable. That culture allows us to innovate without losing our soul.
OTC Beauty: How does collaboration and teamwork factor into your daily routine?
Collaboration is everything. The best ideas come from shared perspectives, whether that’s our internal team, our stylists, or our distributor partners. We build better when we build together.
OTC Beauty: Can you share any habits that help you stay balanced, motivated, and productive?
I protect my mornings, stay physically active, and I am very intentional about rest. Balance is not about doing less, it’s about doing what matters most without burning out.
OTC Beauty: Looking ahead, what are you most excited about for the future in the coming year?
I am excited about continued growth in beauty supply distribution, deeper partnerships, and bringing even more innovation to shelves that truly serves the textured hair consumer.
OTC Beauty: After a busy day, how do you unwind and recharge?
I spend time with my family, listen to music, and unplug creatively. Sometimes rest is the most productive thing you can do.
OTC Beauty: What’s the most rewarding part of your job?
Knowing that something we created helps people feel seen, confident, and cared for. When a stylist or retailer tells me a product works and sells, that’s the win.
