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Target Opens Up the Doux Hair Care System

Just in time for the holidays, Target is adding a salon-developed line for textured hair.

Personal-care products emerged this holiday season as a gift as well as a self purchase. Just in time for this year’s holiday frenzy, Target will launch a new hair-care system that its creator hopes will fill both needs.

The Doux, developed by celebrity stylist Maya Smith, will be available in select Target stores across the U.S. Target officials said five items will be stocked, four online only.

The brand was first launched in Europe in 2011 by Smith after she noticed clients in her salon in Germany were not well served by existing lines for textured hair. “I couldn’t find one brand that met the needs of those who either had relaxed and chemically treated hair or who were transitioning to natural hairstyles,” recalled Smith. That prompted her to create her own.

Target Adds Salon-Developed The Doux Brand
Maya Smith

Even before Smith relocated to the U.S. in 2014 and opened The Doux Salon in Macon, Ga., word of mouth created a buzz for her products. Her brand recognition further soared with the growth of Instagram. Using her clients as focus groups, she fine-tuned her line and decided to expand her retail footprint. “We listened to what people wanted, a salon grade, high-quality product that delivered on its promises,” Smith said.

The textured hair category has been crucial to Target, one of the first mass retailers to cultivate the category. The lineup from The Doux includes Sucka-Free Moisturizing Shampoo and Fresh Rinse Conditioner, a sulfate and paraben-free shampoo and conditioning duo with organic ingredients, a Bonita Afro Balm, a Mousse Def Texture Foam and The Light Shine Mist. Prices range $12 for the shampoo and conditioners to $15.99 for the Bonita Afro Balm. The bold packaging and product names are inspired by hip-hop styles from the Nineties. “I’m an artist and lover of hip-hop culture and Pop Art, which is reflected in my packaging, and the names of my products,” Smith said.

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Recently published research from NaturallyCurly’s TextureTrends report lends credence to the quest for better options for curly tresses. “By now, we know that women with curls, coils and waves purchase more products than their naturally straight-haired peers,” the report stated. “But what may be surprising is that many textured-hair consumers have yet to find products that consistently work well for them and many of those that have found them are still looking for new, better options.” Thirty percent of textured-haired consumers are still trying to a “Holy Grail” product, and 43 percent of women who have found their desired items continue to purchase other products in the hopes of finding the next best thing, the report said.