How Maya Smith Is Closing the Texture Gap With Her Family-Ran Haircare Business, The Doux
If you, like some of us at Sweety High, have textured hair, you'll know the struggle of feeling like no product in the beauty section was made with you in mind. Many times, the most accessible shampoos and conditioners will leave us frizzier or drier than ever. But it doesn't start at your local store—it often traces back to the education of our hairstylists and brand owners.
Thanks to entrepreneurs like Maya Smith, the hair industry has greatly expanded in its inclusivity. She understood the need for more during her cosmetology program, inspiring her to start The Doux. The brand puts curly and kinky hair first with high-quality ingredients at an affordable price. According to her website, her items are "simple, multifunctional and designed to put an end to the complicated regimens and conflicting information that are shattering your confidence." And did we mention you can get them at your local Target, Walgreens or CVS?
To learn even more about the history of The Doux and Maya's journey with hair, continue reading to discover everything she shared.
Name: Maya Smith
IG handle: @ouidoux, @ilovethedoux
Hometown: Los Angeles, California
1. Maya was inspired to do hair after noticing the texture gap in cosmetology school.
"My journey with hair began in high school when I enrolled in a cosmetology program, back when vocational training was still offered. Though I was born in Los Angeles, my family moved to Utah during my high school years, which is also when I met my now-husband and COO of The Doux, Brian.
At the time, the local salon culture didn't cater to textured hair, leaving a significant gap in services for a community that was overlooked and underserved. I felt both a responsibility and a calling to fill that need. It was then that I realized the beauty industry wasn't just my career—it became my ministry."
-Maya Smith
(Image Courtesy of The Doux)
2. The Doux has a double meaning.
"While our family was stationed in Germany, my husband and I often visited Paris, which quickly became our favorite city. During one of our trips, we overheard locals using the French slang word "doux," which means cool, sweet or mild. Instantly, we made the connection—it sounded just like the American term 'hair do.' And that's how The Doux was born.
In essence, The Doux is the perfect blend of our passion for the hair industry and the cherished experiences we gathered along the way."
-Maya Smith
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3. The Doux strives to help you achieve salon-level results from the comfort of your home.
"The mission of The Doux is simple: to create salon-quality products that empower people to confidently style their hair—whether curly, straight, relaxed or anything in between. At its core, The Doux is rooted in authenticity. Every detail, from the labels to the product names, has been personally crafted and designed by me."
-Maya Smith
4. Maya hopes to see the hair industry become more diverse and inclusive.
"As a hairstylist and owner of a haircare line, I hope the hair industry continues to embrace inclusivity and diversity in a more meaningful way. I'd love to see a future where textured hair is celebrated and understood on the same level as other hair types and where education about all hair textures is a standard in beauty schools."
-Maya Smith
5. Her best piece of advice came from a close friend.
"The best piece of advice I've ever received was, 'Don't adjust your performance to the crowd.' This came from a dear friend, and it stuck with me. It's a reminder to stay true to myself, my vision and my purpose, regardless of external pressures or opinions.
As a hairstylist and now a business owner, it's easy to get caught up in trends or try to please everyone, but the real power comes from authenticity. When you know who you are and stay aligned with that, you attract the right audience and create something that's truly impactful."
-Maya Smith
6. Maya thanks her commitment to her passion as her biggest key to success.
"As a creative, the habit that's been most crucial to my journey is the commitment to always create, no matter what. Whether it's brainstorming new ideas, experimenting with different techniques or simply sketching out concepts that may never see the light of day, I've made it a habit to constantly put my ideas into action. Creativity is like a muscle—the more you use it, the stronger it gets.
Another habit that's been key is staying curious and open to learning. I make it a point to observe everything around me, whether it's art, culture or everyday life, because inspiration can come from the most unexpected places."
-Maya Smith
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7. She loves seeing people feel confident after using The Doux.
"The most rewarding part of my work is seeing the confidence and empowerment that our products bring to people. There's nothing like hearing from someone who's struggled with their hair for years, only to finally find something that works for them. Knowing that I've created products that make people feel seen, beautiful and capable of embracing their natural textures is incredibly fulfilling.
It's also rewarding to build a brand that represents authenticity and self-expression. I'm passionate about breaking down the myths and misinformation surrounding textured hair, and it's gratifying to see how our community is embracing the simplicity of our approach. At the end of the day, it's helping people love their hair and themselves a little more—that's what keeps me going."
-Maya Smith
8. Maya encourages everyone to welcome the benefit's of water, especially if you have texture here.
"One hair tip I'd love to share with the world, especially for those with textured hair, is to not be afraid of water. There's a common misconception that water causes frizz or is bad for curls, but in reality, if your hair is dry, it's craving moisture. Water is your best friend! The key is using products that not only infuse moisture but also help retain it. Hydration is essential for healthy, manageable hair, so embrace water and follow up with moisturizing products, like our BEE GIRL collection, that lock it in. Your curls will thank you!"
-Maya Smith
10. The Doux's origins run deep.
"The Doux is a true family business founded by my husband and me to make something that genuinely reflects the community we serve. I want everyone to know that The Doux is a reflection of the passion I've poured into my own salon, now shared with the world. Every element of The Doux—from the formulas to the packaging—has been thoughtfully crafted with you in mind. It's not just a product line; it's a piece of me, my dedication and my commitment to making salon-quality care accessible to everyone."
-Maya Smith
(Image Courtesy of The Doux)
Curious to meet even more entrepreneurs we love? Click HERE to meet Tori Katz and learn the story behind her New York City-inspired brand, Leman Mercer.