Hair care system The Doux (pronounced The Do) is making its Target debut this Christmas Eve. The Black-owned brand first launched in 2011 in Europe, making its way to the states via founder and celebrity stylist Maya Smith in 2014. Since then, Maya has amassed a cult following with the ’90s inspired brand designed to help her clients “transition to a relaxer-free lifestyle”.
With ’90s inspired product names like Bonita Afro Balm, Sucka Free and Fresh Rinse, the brand’s sulfate-free shampoo and conditioner, hair mousse, shine misst and hair balm will line the retailer’s shelves. The Doux is also bringing a fresh new aesthetic to the line with a retro packaging redesign featuring brighter, bolder colors and lettering.
“We are so excited to bring The Doux to the masses,” said Maya. “It’s 20 years in the making. We listened to 20 years of feedback from actual clients from Minneapolis to Morocco. We listened to what people wanted, a salon grade, high quality product that delivered on its promises. Helping people to manage and maintain their natural hair and celebrate their own bold, unique style is what the last 25 years of my professional life has been about.”
Click through to check out offerings set to hit shelves December 24.