Why Target Shoppers Love the Doux

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The natural-hair-care part of Target is, for lack of a greater time period, lit. From outdated favorites comparable to SheaMoisture and Carol’s Daughter to newer labels like Oyin Handmade and Mielle Organics, the gamut of merchandise accessible seems to be wider than ever. But simply after we thought we had seen all of it, The Doux got here alongside.

Although it’s been round since 2008 when founder Maya Smith opened her first pure hair salon, The Honeycomb in Germany, a latest viral tweet breathed new life into the model’s visibility. Now, everybody—together with us—need the tea on this fantastically packaged model. For starters, inspiration for The Doux dates again to Smith’s early days in The Doux Salon (situated in historic downtown Macon, GA), the place she seen majority of the merchandise she used had been categorized in accordance with “straight” and “curly” textures.

“I served a multicultural clientele with a variety of unique needs. Some were naturally curly, others had straighter, wavier hair, but they all had one thing in common: They wanted versatility, curl definition, and frizz control,” she says to StyleCaster.

“There didn’t seem to be one brand that supported my philosophy: Natural is about freedom. True freedom is about versatility. Chicks with real hair should be able to use one range to create any look that they desire, regardless of their style preference.”

So as an alternative of constant her search, Smith determined to place issues into her personal fingers and make that dream of an all-inclusive model her actuality. Sure, the transfer isn’t a novel 1, given the variety of natural-hair-care strains already in existence, however she believes The Doux brings a component of experience again into the textured hair trade.

“As a hairstylist, I’m in daily contact with women who wear their natural hair. Many have been underwhelmed with the performance of over-the-counter products and want to be able to maintain their fresh-from-the-salon look at home,” she says. 

“I know that women with texture are very diverse, and it’s been important to me to represent the girl who’s looking for simplicity, common sense, and on-point performance.”

Expertise apart, what actually makes The Doux a standout on cabinets is its vibrant hip-hop-inspired packaging, which Smith designed herself. For somebody who began her inventive journey within the late ’80s, when the musical style had reached the primary of many peaks, it was a pure match.

“My influences simply have a tendency to return out in my work. I do know it may be misinterpreted as like a gimmick, however what you see is an genuine extension of who I’m as an artist. The Doux is a mirrored image of all the things that I really like: hip-hop, road artwork, my journeys to Paris, retro pinup fashion, and all issues old-school.”

Anyone conversant in hip-hop historical past will instantly acknowledge these Smith counts amongst her favourite artists. There’s “The Light” Shine Mist, named after one of many largest songs in Common’s catalog. Or maybe you gravitated towards the “Bonita Afro Balm,” whose moniker alludes to the Tribe Called Quest traditional “Bonita Applebum.” Smith has been listening to them, amongst others, for the reason that ’90s, so in an odd manner, it feels as if they’ve matured and expanded collectively.

Pharrell Williams is one in all my entrepreneurial heroes. I’ve watched him break into so many different classes exterior of music,” she says. “It can be difficult as an artist to show the world that you’re amazing in more than one art form. For him to be just as respected as a producer/musician as he is a fashion designer is something that inspires me.” 

Of course, manning a magnificence model comes with a singular set of challenges. Although branding has all the time been “a piece of cake” for Smith, guarding her emotions is definitely the robust half. Accepting reward and critique from a linear perspective will all the time be a problem.

“I’ve realized to take nothing personally and to maintain my chin up and my head within the recreation. There’s additionally the problem of ‘switching gears’ between my left and proper mind,” she says. “I can be in the middle of a painting, or working on a graphic design piece and have to force myself to break away to a conference call or a meeting with my accountant. Balancing creative intuition and business can be a challenge.”

Ultimately, what retains Smith motivated is realizing that The Doux isn’t grounded in tendencies; it’s good, old style salon-performance formulation.

“Simply put, this is what we do. We’re not just chasing after what’s hot right now— everything that I produce is based on countless hours of real experience from behind the chair. The Doux brand is rooted in the science of how hair should be cared for. We just happen to make it fresh, fly, and fun.”

Shop The Doux at Target or the model’s official website. You also can get updates on Instagram and YouTube.


(Editor references)

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