b. the agency has been appointed to lead UK PR and communications for new haircare brand Bouf.

Having launched in Australia in May 2025, Bouf enters the UK market in February 2026 with a four product haircare range powered by patented FGF5 -blocking technology and developed by hair microbiologists in Japan. The brand is fronted by ambassador and shareholder Indy Clinton, a new mum and Aussie-leading creator celebrated for her honest, chaotic and highly relatable take on motherhood and beauty. Open about her experience with postpartum hair loss, Indy has been trialling Bouf since early 2025 and sharing her hair growth journey along the way.

Bouf is the latest launch from York St Brands, the team behind the breakout hack and BOOST LAB, known for building science-backed beauty brands grounded in innovation, transparency and results.

As part of the partnership, b. the agency will lead brand awareness and storytelling for Bouf in the UK, overseeing communications, ambassador strategy, influencer collaborations and experiential activity to establish Bouf as a disruptive new player in the haircare category ahead of an exciting high street retailer launch later in Q1.