The Doux has launched its Press Play Thermal Styling System at Target (in-store and online) and the brand's e-commerce site, pairing bonding technology and heat protection to impart safe salon-quality hair straightening for textured hair and defense against heat damage.
The range serves as an alternative to more conventional silk press straightening procedures and features the brand's Doux-plex bond-stabilizing technology, featuring "a proprietary blend of ingredients."
The products also feature the brand's Press Play Thermal Styling System for strengthening and repairing bonds.
Collectively, the materials prevent damage from thermal styling, allowing for safe hair straightening and reportedly give consumers the ability to confidently switch between curly and straight styles.
The system's SKUs are all priced at $16.99 and include the Press Rewind Curl Retention Shampoo, Fast Forward Heat Prep Conditioner, Silent Treatment 30-Day Anti-Humidity Spray, Just Glaze Silkening Fluid, O.P.P. One-Pass Press Heat Protection Spray, Doux Drops Bonding Polish and Gangster Wrap Foaming Wrap Lotion.
Maya Smith, a licensed cosmetologist and the brand's CEO and co-founder, says, "After three decades as a cosmetologist, I crafted the Press Play Thermal Styling System with a passion to deliver a better thermal styling option. It emerged from a desire to offer my clients with curly hair the freedom to embrace both straight and curly styles effortlessly. Whether managing relaxed, transitioning, or natural hair, this system is a game-changer. By blending cutting-edge bonding technology and advanced heat protection, it not only delivers super-straight salon results at home but also fortifies against heat damage."