WELCOME TO BOUF
We inspire confidence through boldness
We’re helping others to grow stronger, one strand at a time. Because everyone deserves strong hair. We’re giving thin hair baddies a voice.
We obsess over quality
Formulated by a group of hair microbiologists in Japan, innovation and quality is at the heart of our approach. For every product, every benefit, and every ingredient, we prioritise quality. We’re market leaders and are fully transparent with our science.
We're part of York St Brands
Bouf is the latest launch from York St Brands — the team behind tbh Skincare and BOOST LAB. When those two brands came together in 2023, it wasn’t just a merger, it was a meeting of minds: both were obsessed with building smart, science-backed beauty brands that actually do what they say.
Fast forward not even two years, and Bouf is the first new brand born from that partnership. We’re here to bring game-changing, patented haircare tech to the millions of Aussies dealing with hair thinning and hair loss — with a little more fun, and a lot more volume.
Come on in, stay a while.
Meet Indy Clinton – Bouf Brand Ambassador
Indy’s been with us since the beginning – trialling Bouf since January 2025 and experiencing the transformation firsthand. From testing to trusting, she fell in love with the results and is now officially part of the Bouf family. She's a mum, a creator, and she's battled with thin hair her whole life. Until now. Not just the face of Bouf, she's an ambassador in its truest sense and she's here to excitedly share her journey, her tips and the of course, the strands she got back. Thanks to Bouf.
Sorry, I can't hear you over the volume of my hair
Patented Tech for targeted results
Dermatologist tested
Colour safe formula
100% natural actives
clinically proven
australian made
Flouf Factor Growth™
Hitting snooze on hair fall.
FGF5 is a protein that tells your hair when it’s time to stop growing and fall out. 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 or more shedding.
Managing FGF5 helps keep that timer from going off too early, so your hair has more time to grow thick and strong. Think of our patented tech as the snooze button.