Fresh off a blockbuster debut in Australia, Bouf - the latest brainchild of Gen Z beauty trailblazer and York Street Brands co-founder Rachael Wilde - has officially landed in New Zealand.
Now stocked at Farmers stores nationwide, Bouf hits 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 NZD 500,000 in sales with its hero product, the Flouf Factor Growth Tonic, flying off shelves at a rate of one bottle every minute.
TikTok sensation and mum-of-three Indy Clinton played a key role in Bouf’s explosive momentum.
After personally trialling the full range and sharing her candid five-month hair transformation with her millions of followers, Clinton’s real, relatable journey has become the heart of Bouf’s viral campaign - driving buzz and sparking huge demand from beauty fans eager for real results.
Bouf has joined tbh skincare and BOOST LAB within the York St Brands portfolio, continuing the company’s mission to build science-backed, consumer-first beauty brands tailored for today’s modern market.
Pronounced “b-o-o-f,” the brand name playfully nods to the word bouffant, evoking big, bold, and bouncy hair and reflecting 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, 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. While initially considering integrating into an existing York Street Brands line, the strength of the science and the demand in the hair loss category led her to develop Bouf as a standalone brand.
Motivated by her personal experience with hair loss and thinning, Wilde knew she wasn’t alone in facing these concerns and that there was a large, untapped target market for Bouf.
“Thirty-three percent of women over 30 experience some form of hair thinning, whether due to postpartum hair loss, increased shedding from stress, or other factors, while 67 percent of men over 50 experience some form of hair loss. We felt Bouf could serve a consumer that has been largely overlooked in the space,” she said.
Bouf’s clinical results speak for themselves.
“The scientists behind the Bouf technology ran two clinical trials, and the results were remarkable. Study participants’ hair grew 20 percent faster, showed a 44 percent increase in growing hair follicles, and experienced an 82 percent reduction in hair loss,” said Wilde.
“We know the Bouf range works, and we’re really excited to see how our customers respond to it firsthand.”
Wilde highlighted the Flouf Factor Growth Tonic as the standout in the Bouf range. The shampoo, conditioner, and leave-in mask are designed to support healthy hair by preventing breakage and protecting against environmental stressors, working in synergy with the tonic’s targeted treatment.
The full Bouf range is available online and in Farmers stores.
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