The Doux Secures Investment To Fuel Growth As Natural Hair Brand Expands Nationwide

Natural haircare company The Doux is entering a new phase of growth after securing a minority investment from VMG Partners, a move designed to strengthen its position in the competitive beauty market. Founded by husband-and-wife team Maya Smith and Brian Smith, the brand has evolved from a single overseas salon into a multimillion-dollar business with products now sold across major retailers in the United States and abroad. Maya Smith, a licensed cosmetologist, first launched the venture while living in Germany, where she identified a lack of services tailored to textured and curly hair. “I opened a salon because at the time, there weren’t really any hair spaces overseas that really focused on curly hair,” Maya said to AfroTech. What began as a local solution soon expanded into product development, with formulations starting in 2010 and a formal launch following in 2012. After returning to the U.S., the company’s retail presence grew rapidly. Its products, including styling foams and curl enhancers, eventually landed on shelves at major chains such as Target, Walmart, CVS, Walgreens, and Sally Beauty, while also reaching international markets in the United Kingdom. The company reported $38 million in revenue and $7.3 million in earnings in 2025, reflecting what Smith described as steady and accelerating momentum. “It snowballed from there. We’ve grown exponentially, and the businesses stayed profitable,” she said, according to AfroTech, highlighting the brand’s ability to sca…