Beauty entrepreneur Rachael Wilde, Co-Founder and CMO of York St Brands and Co-Founder and Head of Marketing at tbh Skincare, has launched her latest venture: Bouf—a science-backed haircare brand developed to disrupt the cycle of hair loss using patented FGF5 protein technology.

Bouf joins tbh Skincare and Boost Lab under the York St Brands umbrella and is now available exclusively at Priceline and Atomica in Australia, and at Farmers in New Zealand.

Wilde says launching a second brand was a more strategic process than her first, with expert guidance shaping Bouf’s development from the outset.

“We were introduced to the patented technology behind Bouf and were really impressed by the clinical results,” Wilde told Retail Beauty. “There was a clear gap in the market, and a huge opportunity, to bring something truly innovative to customers searching for a solution like this.”

With more than one-third of women over 30 experiencing some form of hair thinning—whether postpartum or stress-related—Wilde saw an opportunity to address a common concern in a results-driven, relatable way.

“At York St Brands, our strength lies in building community-led brands,” she said. “We’re bringing everything we’ve learned from tbh and Boost Lab into this new category with Bouf.”

To lead the campaign, Wilde tapped TikTok Creator of the Year Indy Clinton—mother of three and social media powerhouse with a combined 2.7 million followers across TikTok and Instagram.

“Indy was a natural choice when we started thinking about who the face of the launch campaign could be,” Wilde said. “I’ve followed her for years and always loved her chaotic, fun energy… Prior to collaborating, we actually gave Indy the full Bouf product range to trial for herself to see the results. It was an absolute non-negotiable for her to trial the products and see a strong result before signing on as a partner.”

Clinton, who has openly shared her experience with postpartum and stress-induced hair loss, said the transformation she experienced using Bouf has been profound—both physically and emotionally.

“I’ve struggled with thin hair my whole life,” she told Retail Beauty. “It was always a huge insecurity of mine. Then after I had my three children, it just got worse. I experienced quite severe postpartum hair loss after each baby.”

“My hair is completely transformed. Before it was thin, had heaps of breakage, and now it’s thick and luscious. But to me the biggest difference is my confidence and how I feel. My before and afters are crazy—I just cannot believe this is my hair now, it’s wild.”

Clinton said she only agreed to join Bouf after testing the full range for five months and seeing dramatic results for herself.

“Before I signed anything and before I decided to come on board as an ambassador, I trialled the Bouf range for months to ensure it worked on my own hair. I would never put my name to anything that didn’t work. Trust me, I get approached all the time to do beauty brand deals and I’ve turned away so many big jobs like this, because the products just don’t work.”

Pronounced “boof,” the brand name is a playful nod to bouffant-style volume and the bouncy transformation the products aim to deliver.

The five-product range includes a hair growth tonic, shampoo, conditioner, leave-in mask and supplements, all priced between $29.95 and $39.95. Powered by FGF5-inhibiting technology, the formulas are designed to support regrowth, visibly thicken hair, and strengthen strands from within.

With bold branding, patented technology and a community-driven launch, Bouf is poised to shake up the growing hair health category—and give Aussie consumers their confidence back, one strand at a time.

Read the AUTUMN ’25 issue of Retail Beauty below:

Leave a comment

Your email address will not be published. Required fields are marked *