I first came across Aussie-born haircare brand Bouf last year, when Indy Clinton, TikTok queen and mum-of-three, started posting about it.
After dealing with postpartum hair loss (because let’s be honest, no one warns you about that part of motherhood), Indy started trialling Bouf and has been documenting her hair regrowth journey for her followers ever since.
Fast-forward to today, and her results speak for themselves. Naturally, everyone wanted in on the action, adding the brand’s viral Flouf Factor Growth Tonic — and Indy’s personal favourite — straight 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.
Key features:
- Non-greasy hair tonic formula
- Easy to apply
- No sulphates, phosphates, silicone or phthalates
But it’s not the tonic we’re talking about today. Instead, it’s the brand’s latest launch that has my head spinning (for all the right reasons).
Bouf has just launched a brand-new Hair Gloss & Perfume, designed to leave hair smelling incredible while boosting shine, conditioning strands and helping tame frizz.
Available in three luxe scents — gourmand, signature and unisex — the lightweight formula delivers a “glossy finish without weighing hair down”. You can use it as the final step in your haircare routine or spritz it on for a quick refresh between washes.
Hair Gloss & Perfume
$39.95 at Bouf
Unlike traditional hair mists that simply fragrance the hair, Bouf’s Hair Gloss & Perfume is designed to do more than just smell good. The lightweight formula helps increase shine, condition strands and tame frizz.
Key features:
- Lightweight formula
- Designed to be misted through the hair
- Available in three distinctive fragrances
- Suitable for everyday use
What else to shop from Bouf’s growth range
Grease Lightning Dry Shampoo
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 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.
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