Aussie mega-influencer Indy Clinton has confirmed rumours around her partnership with Bouf Haircare, revealing she has officially inked an equity deal with the viral new hair growth brand founded by Rachael Wilde.
In a headline-worthy move, Clinton ripped up her original ambassador contract before launch – pitching equity to Wilde and joining the business.
While rare in Australia, the ambassador to investor pipeline has most recently been seen by American mega-influencer, Alix Earle investing in two beverage brands she was previously hired to promote.
"The trust that Indy had with us, and that the team had with her was instantaneous. She has been an integral part of the brand from the beginning so making it official and bringing her into the business for the long term by giving her share in it was an easy and natural call," said Wilde, who is also the CMO of York Street Brands.
Clinton, who has always lamented her thin hair, is known for her no-filter approach to content. She has openly shared how postpartum and stress impacted her hair further.
When approached by Bouf, she quietly tested the range for five months with a caveat that if it didn’t work, she would have an out.
Image: Indy Clinton and Rachael Wilde
"I have never worked in a corporate environment before, so the idea of throwing myself into something completely new felt really exciting," shared Clinton.
"After having three kids, stepping into that world was such an empowering move."
"It wasn’t just about posting about Bouf. I wanted to immerse myself in YSB, and be a part of the team and the office culture."
"From strategy sessions, to the BTS of decision making, I was included every step of the way. It felt so rewarding on every level, a reminder I can thrive as both a mother and a professional," she said.
The equity deal with Clinton was finalised end of August of this year, with the original brand ambassador deal torn up before the product launched on May 27th, after pitching she join as shareholder in lieu of her previous paid ambassador role.
The success of the brand has seen over 20,000 hair growth tonics sold in just 20 days, with online sales now exceeding $1M while continuing to gain Trans-Tasman retail momentum from Priceline, Atomica and Farmers in New Zealand.
"We started negotiations and given our stakeholders it did take some time to work through all the red tape, but it is so exciting to now be able to share this with everyone and shout about how thrilled we are to have Indy on board in a more substantial way, officially," said Wilde.
"Now we can harness her acumen and together we have the tools and the team to realise our shared vision."
The brand is projected to achieve $8M – $10M revenue in its first year. Backed by patented FGF5 hair tech, Bouf is designed to support real hair growth – formulated for thinning hair types, from postpartum to menopause, pattern baldness to high-stress shedding. The range includes five products priced from $29.95 to $39.95.
With eyes on global growth and a goal to redefine how creators and brands collaborate, Wilde and Clinton are turning heads – and transforming the influencer-brand playbook for good.
The full Bouf range is available at bouf.com, Priceline and Atomica nationwide.
Image credit: Supplied/Bouf
