The Doux Enters Next Phase of Growth With Strategic Investment From VMG Partners

Textured haircare brand The Doux has secured a minority investment from VMG Partners, marking a pivotal moment in the brand’s continued expansion across mass retail and global markets.

Founded by stylist Maya Smith and her husband Brian Smith, The Doux has grown into a profitable eight-figure business while maintaining independent ownership and a strong connection to its community.

The brand is currently stocked in major retailers including Target, Walmart, CVS, Walgreens, Sally Beauty, and Amazon, with international distribution in the U.K. through Boots and Superdrug.

According to reporting from WWD, the investment will support the brand’s ability to scale operations, expand distribution, and deepen its footprint in the U.S. and abroad.

Unlike many fast-growth brands that prioritize early fundraising, The Doux built its foundation through consistent retail expansion and product performance. Bestsellers like its mousse and curl-defining stylers have driven strong consumer loyalty, positioning the brand as a standout in the textured haircare space.

For founder Maya Smith, the decision to partner with VMG was intentional and rooted in long-term vision.

“This was about finding the right partner who allows us to remain founders and protect the integrity of the brand,” she shared.

VMG’s investment reflects a broader shift in the beauty industry, where profitable, founder-led brands with proven retail success are attracting strategic capital without sacrificing control.

As The Doux enters this next phase, the focus remains clear: scale smart, stay authentic, and continue delivering for the community that built the brand.