The Doux

The Doux is a culture-led, family-operated hair care company producing salon-quality products for curly, coily, and 4C textured hair. It is Black-owned and veteran-owned, and was founded by husband-and-wife team Brian and Maya Smith, who remain closely involved in product formulation, creative direction, brand building and customer education. Maya Smith brings licensed-cosmetology experience to the business.

The product range covers shampoos, conditioners, leave-in conditioners, stylers, heat protectants, oils and serums, along with curated product combinations. The company operates across professional hair care, salon and professional styling, and e-commerce/direct-to-consumer retail. Its development process is described as formulas created in the chair, tested in the laboratory and salon tested before reaching consumers, drawing on hair care formulation, cosmetic product development and professional cosmetology.

The brand is rooted in Black hair, music and 1990s hip-hop culture, with packaging and product naming that reflect that identity. Working practices are collaborative and hands-on, summarised internally as "teamwork is the dream", with an emphasis on creativity, confidence, family and close collaboration. The company also runs rewards and ambassador community programmes for customers and describes a commitment to nurturing the next generation of Black creatives.