The Doux is partnering with emerging rapper Baby Tate for the brand's first social media campaign in honor of the United States' Annual National Hip Hop Month.
The Doux's CEO and founder, Maya Smith, was inspired by the music and nostalgia of 1990s Hip Hop. 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.
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 and go routine.
Each product from the new Bee Girl collection includes cationic honey, which smooths the hair's negatively charged cuticle to boost shine, seal in moisture and fight frizz.
The products are even named after iconic hip hop/R&B songs by female artists such as the Mist Demeanor Honey Shine Mist, Push It! Braid & Edge Gel, Ladies First Honey Shampoo and more.
Smith said, "Partnering with Tate just made sense. 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."