11.17.22
The Doux, a haircare brand, has partnered with Atlanta-based record producer and emerging rapper Baby Tate for the brand's first-ever social media campaign in honor of National Hip Hop Month.
With National Hip Hop Month being declared an official US holiday just last year, The Doux's CEO & founder Maya Smith decided to take her brand— inspired by the music and nostalgia of 1990s 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," said 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.
Cationic Honey Ingredients
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 named for 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.
The products are named for 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.
To learn more about The Doux, visit thedoux.com and shop the collection at Walmart. To tune into the rest of the campaign, follow along on TikTok at @ilovethedoux.