How The Doux became an 8-figure textured hair care brand

1 month ago 9

Product virality translates to sales. That was proven yet again by 12-year-old texture hair-care brand The Doux, founded by licensed cosmetologist Maya Smith. On TikTok, there are over 17.8 million posts related to the brand’s hero product, Mousse Def. According to the band, it’s sold over 2 million bottles of the product, to date.

Smith said support from the textured hair community has been the brand’s biggest growth driver. The Doux is currently one of the top five fastest-growing Black-owned hair-care brands, according to the company.

Smith declined to share The Doux’s revenue but said that, since launching in mass retail in 2017, it has become an eight-figure brand, which she owed to its accessibility and efficacy. Its products range in price from $9.99-$24.99. Since 2017, the independently owned brand has seen 20% annual sales growth.

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