How The Doux Became a Viral Success in Textured Hair Care

The Doux has capitalized on viral marketing, with its hero product, Mousse Def, generating millions of posts on TikTok and leading to over 2 million bottles sold. This viral success, paired with strong community support, has helped the brand become one of the fastest-growing Black-owned hair care brands. The brand’s affordable and effective products have helped it thrive in mass retail stores, while also focusing on expanding its e-commerce and exploring partnerships with prestige retailers.

Founder Maya Smith, a licensed cosmetologist, attributes much of the brand's success to its connection with stylists. Stylists played a pivotal role in popularizing Mousse Def, buying multiple bottles for their clients and recommending it on social media. This community engagement remains crucial as The Doux plans to strengthen its stylist relationships by offering tutorials and collaborating on campaigns.

The textured hair care market is booming, and The Doux is tapping into this growth by addressing emerging consumer demands. Smith plans to invest in the stylist community further and continue expanding the brand’s product line to include new solutions for thermal styling and bond treatments. With its focus on inclusivity, accessibility, and professional expertise, The Doux is poised for continued success in this competitive industry.

Read more about "How The Doux became an 8-figure textured hair-care brand" on Glossy

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