Haircare Brand Bouf Enters the UK

Bouf is the newest player to enter the UK hair scene, and it’s turning the volume up for anyone with fine strands.

Following its debut in Australia in May 2025, the bold haircare brand is promising to give “thin hair baddies a voice”. But don’t be fooled — this isn’t just another pretty bottle for your shelfie. Bouf comes armed with serious science credentials, bringing fresh innovation to the hair-volume conversation.

The launch marks the first new brand from York St Brands — the team behind tbh Skincare and Boost Lab — since the group’s formation in 2023.

Bouf is fronted by Indy Clinton, an Aussie creator loved for her highly relatable take on motherhood. More than just the face of the brand, Clinton is also a shareholder who, after experiencing thin hair and postpartum hair loss, believed in Bouf from the earliest trials, testing the formulas pre-launch.

So what’s powering this volume-focused range? It all comes down to a tiny protein called FGF5.

“FGF5 is a protein that tells your hair when it’s time to stop growing and fall out,” the brand explains. “Think of it like a timer — when it goes off too soon, it shortens the hair’s growth phase. This can lead to thinner, weaker hair.”

Developed by hair microbiologists in Japan, Bouf’s four-product range uses patented technology designed to block this specific protein. By managing FGF5, the formulas essentially act as a snooze button on the hair cycle — giving strands more time to grow thicker, longer, and stronger.

The brand is best known in Australia for its Flouf Factor Growth Tonic, a viral treatment formulated to nourish the scalp and boost hair resilience from root to tip. One reportedly sells every minute, with fans crediting it for stronger strands, visibly thicker hair, and improved growth.

The wider Bouf offering, which is dermatologist-tested, colour-safe, powered by 100% natural actives, and Australian-made, spans everyday essentials. Think shampoo, conditioner, leave-in mask, plus tools and accessories including two combs, a hair wrap, and headbands.

Bouf is now available online at bouf.com, with prices starting from £13.95 ($13.95), and ships to both the UK and US.