The Doux’s CEO, Founder, Maya Smith, decided to take her brand, inspired by the music and nostalgia of 90’s Hip Hop, to new heights this year. The content-forward initiative is geared at merging the culture of the original female queens of the category through Smith’s latest Bee Girl collection with new voices in the creative space to elevate true artistry and best-in-class, salon quality haircare.
“Partnering with Tate just made sense,” shared Smith. “We always pay homage to the OG artists in the space and now we’re looking to elevate the next queens in the hip hop industry, which is what led us to Baby Tate. There are so many synergies between us – from her style, artistry, natural hair game, and more – so to have someone of her talent and vibes join us on this journey is exciting. We’ve never done a partnership or run a campaign to this extent before, so we’re just thrilled to continue immersing ourselves in spaces where our customers are. Any way The Doux can uplift and support women, especially creatives, we’re here for it!”
Headlined by Baby Tate and her latest song, Perfect, from her most recent album, Mani/Pedi, The Doux’s #ThisIsHowWeDouxIt Campaign will kick off with Tate’s original content being pushed out on TikTok and Instagram, unveiling the brand’s latest wash & go routine. With a focus on celebrating natural hair textures, each product from the new Bee Girl collection includes Smith’s innovative ingredient, cationic honey which smooths the hair’s negatively charged cuticle to boost shine, seal in moisture, and fight frizz. The products are even named after iconic Hip Hop / R&B songs by legendary female artists such as the Mist Demeanor Honey Shine Mist, Push It! Braid & Edge Gel, Ladies First Honey Shampoo and more.
Courtesy of PRNewswire & 5WPR