Atlanta-based professional hairstylist Maya Smith created 'The Doux' as a haircare system for natural hair that is either worn straight or curly. The branding and packaging of the products is heavily influenced by hip hop culture of the 80s and 90s.
The introduction of the haircare range coincides with a movement where both men and women are now favoring their natural texture over weaves and relaxers. As Smith says: "I’ve even heard artists mention natural hair and skin in their music, and it’s slowly becoming more prominently celebrated in videos and media, but there’s still an undercurrent of hair 'perfection' that keeps women of all textures from feeling comfortable wearing their real hair."
Some of the boldly branded products from The Doux include the 'Sucka Free Moisturizing Shampoo' with shea butter and sea silk, the 'Fresh Rinse Moisturizing Conditioner,' 'Mousse Def Texture Foam' and a multi-purpose styling cream called 'Bonita Afro Balm.'