The Doux

What The Doux does

The Doux is a manufacturer and seller of textured-hair care products, founded in 2011 by Maya Smith and Brian Smith as a salon in Germany and relaunched in the United States with a December 2017 mass-market push. The company formulates and markets shampoos, co-washes, conditioners, deep conditioners, styling foams, gels, mousses, creams, custards, serums, sprays, and heat protectants organized into sub-brand collections — The Classics, Bee Girl (honey-powered), Block Party (anti-humidity), Press Play (heat styling leveraging DOUX-plex™ bonding technology), and Wash & Go. Proprietary formulations target curly, coily, and wavy hair, with explicit emphasis on humidity resistance, curl retention, moisture without crunch, and heat protection. Pricing sits at accessible mass-market levels (individual SKUs $10.99-$18.99, with curated bundles at ~10% discount).

The company's commercial model is a hybrid direct-to-consumer (thedoux.com e-commerce, Amazon marketplace) plus broad U.S. mass-market retail distribution in Target, Walmart, CVS, Walgreens, and Sally Beauty, with international expansion into UK retailers Boots and Superdrug. Revenue is generated through one-time product sales with a Subscribe & Save recurring option and a Doux Gang+ Rewards loyalty program. Customer segments center on the textured/natural-hair community (primarily Black women), mass-market retail shoppers, and professional stylists through the Doux Gang Pro channel.

The Doux reported $38M in 2025 sales with $7.3M EBITDA (~19% margin), and quadrupled sales over the prior four years. In April 2026 it received a minority investment from VMG Partners at an estimated 3x-5x revenue multiple, with Kate Barton (ex-Honest Co. CGO) installed as President and Aurora James (Founder of Parity Collective) joining as a partner to support U.S. distribution deepening and international scaling while preserving founder ownership and brand integrity.

Name

The Doux

Legal name

The Doux

Website

https://thedoux.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

The Doux is a U.S.-based manufacturer of textured-hair care products, founded in 2011, selling through DTC e-commerce and mass-market retailers including Target, Walmart, CVS, Walgreens, and Sally Beauty, with proprietary technologies like DOUX-plex™ serving curly, coily, and natural-hair consumers.

Ownership category

akta.pro rank

Product category

Hair Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Hair, Nail, and Skin Care Services (81211)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Ethnic & Textured Haircare (CRABABAL)

akta.pro secondary industries

Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Professional/Salon Haircare (Backbar & Retail) (CRABABAK)

Keywords

• Hair care products
• Textured hair care
• Natural hair products
• Professional hair care
• Curl care products

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: The Doux generates revenue primarily through direct sales of hair care products to consumers through its e-commerce platform (thedoux.com) and major retail partners including Target, Walmart, CVS, Walgreens, and Sally Beauty. Products range from $10.99 to $18.99 per unit with bundle/combo options offering 10% discounts. The brand achieved $38 million in sales in 2025 with $7.3 million in EBITDA.
2. Retail Distribution: Revenue generated through distribution partnerships with major mass-market retailers (Target, Walmart, CVS, Walgreens, Sally Beauty in the US; Boots and Superdrug in the UK) where products are sold on retailer shelves alongside other hair care brands.
3. Subscription (Doux Gang+ Rewards): The brand operates a loyalty program called Doux Gang+ Rewards that offers repeat purchase incentives. Additionally, a Subscribe & Save option is available on the website for recurring orders.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels7 records

Core offering

The Doux is a Black-owned hair care brand that manufactures and sells products formulated specifically for textured, curly, coily, and natural hair. The company offers a range of shampoos, conditioners, styling products, treatments, and tools, selling directly through its own e-commerce site and through major mass-market retailers. The brand emphasizes accessibility by placing professional-quality textured hair care in drugstores and mass channels.

Product overview

The Doux is a textured hair care brand offering a comprehensive portfolio of styling products organized into four main sub-brands: The Classics (foundational products), Bee Girl (honey-infused line), Block Party (anti-humidity formulas), Wash & Go (wash day simplicity), and Press Play (heat styling system). The core product lineup spans shampoos, co-washes, conditioners, deep conditioners, styling foams, gels, mousses, creams, custards, serums, sprays, and heat protectants. The company also offers Doux-Approved Combos—curated product pairings sold as bundles—and specialty kits like The Silk Press Kit and Wash & Go Bundle. Products range from $10.99 to $18.99 and are available at major US retailers including Target, Walmart, CVS, Walgreens, and Sally Beauty, as well as UK retailers Boots and Superdrug.

Differentiator

Problem solved

Functional benefit

Products and services

• Mousse Def Texture Foam

Quantifiable outcome

• 500,000 units sold of hero product MOUSSE DEF
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Kate BartoncoreOthers · 9 April 2026Former chief growth officer of The Honest Co. appointed as President of The Doux, bringing operational and growth expertise from a leading consumer brand to support the company's retail expansion strategy.
• Terri J. VaughnminorStrategic or Co-development Partner · 24 February 2026Actress, director, and philanthropist partnership for the 'Our Kind of Women' photography exhibit celebrating Black women over 40. Vaughn serves as a cultural ambassador for the brand's visibility and representation initiatives.
• Bessie Akuba WinnminorStrategic or Co-development Partner · 24 February 2026Photographer and creative collaborator who created the 'Our Kind of Women' photography exhibit honoring Black women over 40, displayed at The Doux headquarters for International Women's Day.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pattern Beauty: Pattern Beauty is a textured hair care brand founded by Tracee Ellis Ross, offering styling, cleansing, and treatment products for curly and coily hair. Comparable to The Doux in customer segment, product mix, and positioning around textured hair expertise.
• TGIN (Thank God It's Natural): TGIN is a Black-owned textured hair care brand offering moisture-focused products sold in mass and beauty specialty retail. Comparable to The Doux in product categories, target demographic, and retail channels.
• Camille Rose: Camille Rose is an independent textured hair and skincare brand known for its cult-favorite products and natural ingredient positioning. Comparable to The Doux as an indie textured-haircare brand with mass and specialty retail presence.
• Briogeo: Briogeo is a clean beauty hair care brand offering products across multiple hair types with strong Sephora and DTC presence. Comparable to The Doux in product portfolio (shampoos, treatments, stylers) and prestige-leaning positioning, though Briogeo skews more toward broad hair types.
• Mielle Organics: Mielle Organics is a textured hair care brand offering shampoos, conditioners, and styling products targeted at Black women. Highly comparable to The Doux in target customer, product categories, and mass-retail distribution (Target, Walmart, Sally Beauty).
• As I Am: As I Am is a Black-founded textured hair care brand focused on curly, coily, and natural hair with salon and retail distribution. Comparable to The Doux in target customer, product range, and emphasis on textured hair science.
• DevaCurl: DevaCurl is a curl-focused hair care brand offering shampoos, conditioners, and styling products for wavy, curly, and coily hair. Comparable to The Doux in target customer (textured hair consumers) and product categories, with specialty and DTC emphasis.

Broad incumbents

• Dove (Hair Care): Dove, owned by Unilever, sells mass-market hair care including textured and curl-focused product lines. Comparable to The Doux as a mass-retail haircare competitor, though Dove's textured-haircare line is one segment within a much broader portfolio.
• SheaMoisture: SheaMoisture (Unilever) is a leading natural and textured hair care brand sold across mass and drug channels. Comparable to The Doux in customer base and category, but at significantly larger scale and owned by a CPG conglomerate.
• Carol's Daughter: Carol's Daughter, founded by Lisa Price and now owned by L'Oréal, is a heritage textured hair care brand with broad distribution and a wide product portfolio. Comparable to The Doux as a textured-haircare mass-market brand but with substantially greater scale and corporate backing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/thedouxofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Doux