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I first came across Aussie-born haircare brand Bouf last year, when TikTok queen and mum-of-three Indy Clinton started posting about it.
After experiencing postpartum hair loss (because let’s be honest, no one really warns you about that part of motherhood), Indy started trying Bouf and has been sharing her hair regrowth journey with her followers ever since.
Fast-forward to today, and it’s safe to say people have been paying attention. Her results have sparked plenty of interest in the brand, with shoppers adding its now-viral Flouf Factor Growth Tonic – and Indy’s personal favourite – straight to cart.
Flouf Factor Growth Tonic
$24.46 $34.95 at Bouf
The product that started it all, the Flouf Factor Growth Tonic is what first put Bouf on the map. Designed to strengthen strands and support visible hair growth, this cult-favourite has become a go-to for anyone looking to achieve thicker, fuller-looking locks.
Key features:
- Non-greasy hair tonic formula
- Easy to apply
- No sulphates, phosphates, silicone or phthalates
But as much as we’re here for the hair tonic, it’s not actually what has my attention today. It’s Bouf’s Black Friday sale.
With up to 40% off sitewide, plus exclusive Black Friday bundles, there’s never been a better time to stock up on your Bouf favourites (or finally see what all the hype is about).
We’re talking everything from the new dry shampoo that Indy can’t stop raving about to the leave-in mask for those deliciously smooth locks. And yes, they’re on sale, too.
The Bouf best sellers to shop now
Grease Lightning Dry Shampoo
Flouf Factor Growth Leave-In Mask
Flouf Factor Growth Shampoo
The Hairmaster Slicking Stick
Shop more in Bouf’s Big Sale here.
Created by Rachael Wilde, the Gen Z beauty powerhouse behind The Breakout Hack, Bouf is the Aussie haircare brand making thinning hair cool to talk about. She was also nominated for Business of the Year at the 2025 TikTok Awards.
“I am so proud of how we have shown up on TikTok, our partnership with Indy and our ongoing content strategy that heroes our community, our team and most importantly, the incredible results of our Bouf products,” says Rachael.
The brand launched last year with one clear mission: to help Aussies grow thicker, stronger, and bouncier hair, and it’s all in the name. Pronounced “boof” (a playful nod to “bouffant”), Bouf is all about big, bold, confident hair.
Why trust WHO Shopping?
WHO has been covering celebrity culture, red carpet moments and entertainment news for decades. Our shopping team works alongside our entertainment editors to identify the exact products behind the looks everyone’s talking about, from awards season glam to off-duty essentials.
We regularly consult stylists, makeup artists, trainers and industry insiders to verify product details and understand why these items perform under real-world conditions. When we recommend something, it’s because it’s genuinely relevant to the moment, not just trending.
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