"My Hair Always Looks Flat" Is No Longer in My Vocab Since Discovering These Products
One beauty editor just put the latest viral haircare brand to the test, and the results speak for themselves.
My hair might be thick, but the weight of it all means my roots often look seriously flat. No matter how many volumising hair products I use, I can never get that bouncy finish I long for. Sure, using a hot brush or hair rollers every day might make a difference, but as someone who works a busy 9-5 and prioritises sleep over anything else, I know I won't be able to commit to such a complicated styling routine. Instead, like most, I am looking for a relatively quick fix to give my hair some va-va voom. Enter, Bouf haircare.
This chic-looking Australian beauty brand launched back in 2025, and has since made its way over to UK shores. Known (and loved) for its viral "Flouf Factor Growth" range, this brand puts hair strength and growth at the forefront of its messaging, with every "Flouf Factor" product powered by the brand's patented FGF5-blocking technology (FGF5 is a protein that essentially stops your hair from growing, btw).
However, what really caught my attention when researching the brand was the concise edit of products, the easy-to-follow routine and affordable price point. Even as a beauty editor, I find the world of haircare overhwhelming, but this launch was a refreshing change. So, I did what any good journalist would do, and called the products in to try them out for myself.
With four products currently available, including a shampoo, conditioner, leave-in hair mask and scalp serum, I decided to put everything to the test on hair wash day. Of course, it goes without saying that you would need to use the scalp serum for a long time to see results, but I was intrigued to see whether I'd notice any immediate changes when using the rest of the range. So, I stepped straight into the shower and got to work.
The first thing I noticed when testing the shampoo and conditioner was how fresh and subtle the scent was. I personally don't like anything too overpowering, so this already got a big tick from me. The only thing I didn't like was that the shampoo didn't lather that much, but it did leave my roots feeling squeaky clean, so I can't complain. The conditioner was nice and lightweight yet still felt nourishing, and when I towel-dried my hair after washing, I could already tell that my ends felt softer and like they had more elasticity.
I applied the leave-in mask onto damp ends, and wow. This product feels like butter, and after applying a small amount, my brush glided through my hair with ease. If you have finer hair, I would definitely be careful not to apply too much, as it could weigh hair down, but I have to say, this might be my favourite product from the brand so far. I also applied the scalp serum to my roots, and whilst the brand recommends using it for at least three months to see results, I'm already impressed by how lightweight and non-greasy the formula is. The minty scent and fun dropper applicator also get top points from me.
After using all four products from the brand, I can confidently say that I am excited to add everything to my permanent haircare routine. After blow-drying my hair, I was blown away (pardon the pun) by how healthy and bouncy it looked and felt, and that's just after one use. Seriously, I can never get my roots to look this voluminous without heaps and heaps of product, which inevitably makes them look greasy, but I am so impressed by the shampoo and conditioner alone.
When new brands come on the scene, I'm always a little skeptical about whether we need more products in our lives, but Bouf's simple, science-based approach feels like a welcome change. Oh, and the packaging is to die for, isn't it? I can see why this brand went viral, and I don't doubt it will only grow in popularity. I can't wait to see what the team comes up with next...
Shop Bouf Haircare
A cleansing yet hydrating shampoo that creates the perfect base for the rest of your haircare routine.
A nourishing conditioner that works to boost strength and elasticity.
Hair masks can sometimes be a faff, but this leave-in formula improves elasticity and tames flyaways in seconds.
If you're suffering from hair fall, this scalp treatment nourishes the scalp and improves hair resilience.
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We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.
