The creation of Bouf haircare. | Willow & Blake

Where did the idea for Bouf come from? How did the tech shape the brand?

Rachael: “The idea came after discovering the tech. A company brought us this incredible patented haircare technology, thinking it might suit tbh skincare or Boost Lab. But after trialling it myself for two months, I knew it couldn’t just be slotted in, it deserved its own space. That’s how the brand idea and opportunity was born”.

How did you choose your audience?

Rachael:“It wasn’t easy. We began by mapping every group experiencing hair loss, then analysed competitors, price points, and distribution to uncover gaps. Once we narrowed our focus, we ran focus groups to truly understand those customers. It was about making informed, strategic decisions and not being afraid to be niche.

Working closely with Willow & Blake, we stayed focused on spotting white space and understanding the customer. We identified a clear gap in the market for postpartum hair loss and stress-related thinning. We kept asking ourselves: who’s being left out, and why? From there, we built a brand that speaks directly to these people—without isolating others who could also benefit. For us, it was always about creating products people actually want to use and making sure they feel truly seen”.

What do you think about consumer testing versus following intuition?

Rachael: “You need a clear vision, but insights matter. Customers can’t design your brand for you, but they can help shape it. If you try to please everyone, you’ll end up pleasing no one. It’s okay if not everyone gets it, that means you’ve found your people”.

This was the first time you had worked with an agency. What made you choose this path and what was unique about working with Willow & Blake?

Rachael: “We needed a partner who truly understood branding and could move at speed and Willow & Blake were that and more. They translated our ideas into something people could actually feel — from the voice and visuals to the energy of the brand. From day one, it felt less like outsourcing and more like expanding our own team. They got the vision instantly, brought it to life with clarity and edge, and kept momentum high while we focused on the supply chain, production and business side of things. Honestly, Bouf wouldn’t have launched this quickly, or this confidently, without them.” 

What was different about building Bouf compared to tbh Skincare?

Rachael: “Everything. tbh started with just me and my mum. No funding. No experience. With Bouf, we had a team, processes, and lessons under our belt. It’s been faster, more collaborative and therefore a lot more fun to look back and reflect upon”.  

Now, you made the decision quite early to invest in custom packaging. Tell us more about this.

Rachael: “Packaging is part of the experience for the customer, especially in haircare. These are products that sit in your bathroom and become part of your daily routine. We wanted something that felt luxurious and aspirational, without being inaccessible. It wasn’t the easy path, but it was the right one”.

As a Founder, you have a strong reputation for taking people behind-the-scenes? What is your reasoning behind this?

Rachael: “Transparency is everything. People want to feel like insiders, not just customers. Sharing the journey helps them connect emotionally — they feel part of something bigger. That trust and connection matters more than ever”. 

What advice would you give new founders?

Rachael: “Run your own race. Don’t look sideways. It’s easy to get caught up in what other brands are doing, especially if they have more funding or bigger teams. But in the end, tbh Skincare succeeded because we stayed in our lane and stayed true to why we existed.