Bouf is a new Australian hair brand, and sister of tbh Skincare, created to strengthen and visibly thicken hair with patented FGF5 technology. FGF5 is a protein that plays an important role in regulating hair growth—essentially telling hair when it’s time to stop growing and fall out—and Bouf harnesses it to block FGF5 and prevent hair fallout.

Rachael Wilde, the entrepreneur behind the new brand and the wildly successful tbh Skincare, said on Instagram “One thing my hairdresser said to me [after using Bouf] was that your hair is actually growing full to the ends, which means it hasn’t just grown long and wispy, it’s grown healthily all the way down to the bottom.”

The new haircare brand’s debut lineup includes shampoo and conditioner, tonic, a leave-in mask, plus supplements.