How The Doux uses AI to engage community

""I think we're moving into a space where most beauty companies are tech companies," says Maya Smith. It's a striking claim from a brand that launched in 2012, long before AI was everywhere. But The Doux has always been ahead of the curve. Since day one, the haircare brand has been anchored in culture: hip-hop references, retro- and Afrofuturism, Black hair-salon nostalgia, all in service of marketing hair products to Black women."

"For all AI can do, Smith, who's The Doux's co-founder, CEO, and creative director, is well aware that system biases are still rampant; the tech is accelerating faster than access and representation. "What I understood is that in order for that to change, you really have to start to train AI," Smith tells me. "I wanted to be a part of [it].""

"Collaborating with Black Girls Code (BGC), The Doux launched the Black Beauty AI Challenge back in June, calling on budding creators to submit their original AI-generated videos. Other than the requirement to use only free tools like Canva, Capcut, or Pika - "because a lot of the obstacles are to do with access" - participants were given intentionally broad parameters to showcase how they define Black beauty, for a chance to earn cash prizes and additional visibility opportunities. Winners will be announced later this month."

Maya Smith is co-founder, CEO, and creative director of The Doux. The Doux launched in 2012 and positions haircare products for Black women through culture-driven references like hip-hop, retro- and Afrofuturism, and Black hair-salon nostalgia. Smith recognizes pervasive AI system biases and the gap between the technology's pace and access or representation. The Doux partnered with Black Girls Code to run the Black Beauty AI Challenge, asking creators to submit original AI-generated videos made with free tools such as Canva, Capcut, or Pika. The challenge uses broad parameters to showcase definitions of Black beauty and offers cash prizes and visibility opportunities.

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