If you’ve been on #HairTok lately, you’ll know one thing: we’re in our scalp care era. From rosemary oil to peptide serums, hair growth has officially become the new skincare, and Aussie mums are leading the charge.
One of them? Indy Clinton, the TikTok queen and mum-of-three, is as real as they come.
After dealing with postpartum hair loss (because let’s be honest, no one warns you about that part of motherhood), Indy started trialling the new Aussie-born haircare brand Bouf last year, and she’s been documenting the journey for her followers ever since.
Fast-forward to now, her regrowth results are turning heads, and everyone’s adding the brand’s viral Flouf Factor Growth Tonic to cart.
Flouf Factor Growth Tonic
$34.95 at Bouf
The product that started it all, Flouf Factor Growth Tonic put Bouf on the map. The cult‑favourite hair tonic strengthens strands, supports visible growth and has become the go‑to for anyone after thicker, fuller‑looking hair.
WHO loves
- Non-greasy hair tonic formula
- Easy to apply
- No sulfates, phosphates, silicone or phthalates
What to shop from Bouf’s growth range
Flouf Factor Growth Supplement
Flouf Factor Growth Leave-In Mask
Flouf Factor Growth Shampoo
Flouf Factor Growth Conditioner
Created by Rachael Wilde, the Gen Z beauty powerhouse behind The Breakout Hack, Bouf is the new 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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