The Doux Black Hair Brand Is Inspired By The '90s & Celebrates Hip Hop Culture
When it comes to anything beauty, you can never go wrong with drawing inspiration from the decade of colorful fashion, great television, and good vibes. That's right — the '90's. Launching a line of texture-friendly products, Atlanta-based hairstylist Maya Smith created a hip-hop inspired brand for women of color with natural hair that combines '90s culture with decadent curl definers.
Boasting two decades of behind-the-chair experience, extensive research and development, and a long list of transitioned clients, you can bet that Smith knows a thing or two about maintaining natural kinks and coils. The mastermind behind The Doux — pronounced "doo" — Smith is a black brand owner that doesn't slather just any old products onto her clients' heads. Using curl-friendly products housed in vibrant packaging with old school, hip-hop themed names, she brings the fun of the '90s to a curly mane.
There's a conditioner inspired by rapper-turned-actor Will Smith, and a curl cream that plays off of a A Tribe Called Quest hit. Simply put, there's really so much to love about Smith's creative line. Made with quality ingredients that curls are sure to love, the brand is a must-try for afro rockers and hip-hop fanatics.
With 25 years of experience in the hair game, even having been the owner of a salon in Germany, Smith is well-versed in multi-ethnic hair with varying needs. Having a clientele that embraces curls, but also rocks straight tresses, she's experienced in what it takes to properly manipulate coils, no matter a texture's uniqueness.
"I wanted to create a range that anyone could use, and that was focused on performance and results," Smith told Refinery29.
A line featuring five, universal products now sold in Target stores was the end result. Everything about the brand screams the '90s, from the bold lettering of the packaging, to the neon hues covering every bottle, to the clever music-themed product names.
"Being submerged in hip hop during my development as a young creative has shaped so much of who I am as an artist," Smith told Refinery29, referencing growing up during the '80s and '90s. "It’s linked to every significant experience I’ve had in life, which is why it’s no surprise that my brand is so heavily-inspired [by it]."
From the moisturizing shampoo to the texture cream, every rap-inspired product is a curly girl must-have.
Infused with shea butter and nutrient-rich sea silk, the Sucka Free shampoo is practically a 2-in-1 product. It's a cleanser that gets your strands squeaky clean while moisturizing them at the same time. Safe for color and chemically treated hair, it provides the ultimate hydration while also protecting strands from heat and sun damage.
Offering thermal and environmental protection while moisturizing kinky-curls, the Fresh Rinse conditioner quenches dehydrated coils. If that doesn't sell you on this creamy conditioner, it's Fresh Prince inspired name will probably steal your '90s-loving heart.
A dual-use mousse that enhances curls or provides control for a sleek hairdo, this texture foam gives shine, volume, and definition. The fact that it won't flake or crunch is what really makes Mousse Def (word play for Mos Def. Get it?) a jaw-dropper.
How could you not fall in love with a curl cream inspired by the song "Bonita Applebum" (*sings*, "you gotta put me on"). Packed with goji berry and certified organic botanicals, the Bonita Afro Balm styling cream is ideal for twist-outs, braids, and wash-and-gos. It reduces frizz and tames fly-aways like a boss for a moisturized mane that always behaves.
A combination of palm oil, passion fruit, and black cacao combine to create The Light Weightless Shine Mist, inspired by rap queen MC Lyte. Apply it to towel-dried hair before blow drying to retain moisture, reduce drying time, and prevent heat damage. Or, use it as a finishing spray to add softness and shine to your styles.
With hair products inspired by one of the greatest decades for music thrown into your regimen, there's no way your curls won't slay. So "doux" you, naturalistas, "doux" you.