by Mary Spiller
April 12, 2026
Founders Maya and Brian Smith are persevering with to construct on their multimillion-dollar success with a brand new partnership aimed toward scaling distribution.
Pure haircare firm The Doux is coming into a brand new part of development after securing a minority funding from VMG Companions, a transfer designed to strengthen its place within the aggressive magnificence market.
Based by husband-and-wife group Maya Smith and Brian Smith, the model has developed from a single abroad salon right into a multimillion-dollar enterprise with merchandise now bought throughout main retailers in the US and overseas.
Maya Smith, a licensed cosmetologist, launched the enterprise whereas dwelling in Germany.
“I opened a salon as a result of on the time, there weren’t actually any hair areas abroad that basically targeted on curly hair,” Maya instructed AfroTech. What started as a neighborhood answer quickly expanded into product improvement, with formulations beginning in 2010 and a proper launch following in 2012.
After returning to the U.S., the corporate’s retail presence grew quickly. Its merchandise, together with styling foams and curl enhancers, ultimately landed on cabinets at main chains akin to Goal, Walmart, CVS, Walgreens, and Sally Magnificence, whereas reachin markets in the UK.
The corporate reported $38 million in income and $7.3 million in earnings in 2025.. “It snowballed from there. We’ve grown exponentially, and the companies stayed worthwhile,” she stated, in keeping with AfroTech.
Smith acknowledged that increasing inside giant retail environments comes with logistical challenges.
“If you get into mass, you’ve gotten your distribution, you’ve gotten supplies, and stock,” she defined, noting that sustaining development requires cautious planning and sources. The brand new funding is anticipated to assist deal with these calls for and assist additional growth.
For the founders, sustaining management over the model’s id was a key think about choosing VMG Companions. “They allow us to be founders. They allow us to be us. They don’t contact our model,” she stated.
The partnership displays a broader pattern of elevated investor curiosity in culturally pushed magnificence manufacturers, significantly these serving underserved markets. With extra capital and infrastructure, The Doux goals to broaden its attain whereas staying rooted locally that impressed its creation.
“It was vital to us that we’ve at all times moved actually well in terms of what’s subsequent for The Doux,” she stated.
RELATED CONTENT: The Doux Honors Worldwide Girls’s Day With ‘Our Variety Of Girls’ Photograph Exhibit In Atlanta
