Beauty news: Bouf haircare lands in Aotearoa

If you follow me here, on Instagram or on TikTok (please do!), then you’ll know I’m in my Year of Hair Health. Hormones shot my once-thick mane into a freefall and I responded in kind – by researching every hair growth/restoration system under the sun and putting the best of the best to work. And I don’t gate keep the results, shouting out my favourites to all in sundry!
All of which brings me to the latest brand to be served up on my feed and then arrive across my desk: the awesomely named Bouf. The latest brainchild of Gen Z beauty trailblazer and York Street Brands co-founder Rachael Wilde, Bouf hit the Kiwi market riding a wave of record-breaking results across the ditch. In its first week on sale (May 2025), the brand pulled in over $500,000 in sales with its hero product, the Flouf Factor Growth™ Tonic, flying off shelves at a rate of one bottle every minute, which is no mean feat for a baby brand.
TikTok sensation and mum-of-three Indy Clinton (above) played a key role in Bouf’s explosive momentum, after she personally trialed the full range and shared her candid five-month hair transformation with her millions of followers. It was compelling and fun, and the results extraordinary – the dream combo for launching a brand and clearly, it worked!

Introducing Bouf
Pronounced “b-o-o-f,” the brand name playfully nods to the word bouffant, evoking big, bold, and bouncy hair and reflects the confidence and volume the collection is designed to inspire. Powered by patented FGF5 hair technology, Bouf is a targeted, results-driven haircare range formulated to strengthen and visibly thicken hair while supporting healthy growth. The range includes five products priced between RRP $34.95 and $39.95, featuring a hair-growth tonic, shampoo, conditioner, leave-in mask, and hair growth supplements.
Wilde was introduced to the innovative FGF5 technology in 2024 and instantly recognised its potential, and motivated by her personal experience with hair loss and thinning, she knew she wasn’t alone in facing these type of concerns.

The clinical results
Along with a kick arse marketing campaign, Bouf’s runaway success also comes down to some impressive clinical results that speak for themselves. “The scientists behind the Bouf technology ran two clinical trials, and the results were remarkable. Study participants’ hair grew 20% faster, showed a 44% increase in growing hair follicles, and experienced an 82% reduction in hair loss,” Wilde says. “We know the Bouf range works, and we’re really excited to see how our customers respond to it firsthand.”

The star of the show
Wilde highlights the Flouf Factor Growth™ Tonic as the standout in the Bouf range, as while the full range (excluding the supplements) is powered by FGF5-blocking technology, the tonic is their most concentrated formula and the only leave-in product. It works directly at the site of hair loss as an antioxidant, anti-inflammatory, and growth booster.
The support crew are the shampoo, conditioner, and leave-in mask, which are designed to support healthy hair by preventing breakage and protecting against environmental stressors, working in synergy with the tonic’s targeted treatment.

So if hair health is top of mind for you too, I suggest you give Bouf a whirl – it’s new to my regime but with some incredible stats on board I’m excited to see what it can do!
The full Bouf range is available now at bouf.com and Farmers stores nationwide.