A hair care brand has been slammed after customers noticed a detail in its ad… the owner has come out swinging against the 'trolls'

Daily Mail​

10-06-2025

The founder of a hair care brand has lashed out at critics for their 'outright trolling' over adverts featuring influencer Indy Clinton in wigs and extensions.
Bouf, which promises clinically proven technology, is marketed to post-partum mums and those who have thin hair who want to encourage regrowth.
Ahead of its May launch, influencer and mum-of-three Indy Clinton, 27, shared a video to Instagram giving fans a look inside her campaign for the brand.
The 27-year-old, dressed in bright pink, posed on top of laundry with brunette hair extensions and in a short mini dress with a long blonde wig.
The advertisement saw a series of prospective customers slamming the brand for selling a product using fake hair: 'This is fake advertising if you wear a wig.'
Another person said: 'It's just hard to see how a product can be effective when we aren't shown real hair.'
In response, Bouf's co-founder Rachael Wilde took to TikTok to slam those calling her products a 'scam' and spreading 'misinformation'.
'What I'm seeing right now is not constructive criticism. It's almost outright trolling,' she said to camera.
@rachhwilde
Wanted to talk about this but I'm also not going to let the negativity take away from what has been an incredible launch week for Bouf 🫶🏼 Thank you so much to those people who have supported us this week, it has meant the world!! #launch #founder #boufhaircare #marketing
♬ original sound - Rachael Wilde
'When someone says this brand is scamming people, it feels like they're saying myself and the team are scamming people,' she said.
'What do you actually think goes on behind the scenes? Do you think that we all sat around and said we knowingly want to sell a product that doesn't work?
'It's like, because we have gone into business with Indy on this launch, and because we've done something bold and different, we are being held to an entirely different standard.
'Or there's just an entire group of people who are hell bent on hating it being a brand that has actually been built with a purpose and long term vision.'
Bouf's website has a tab dedicated to 'The Science' behind the product, listing two small clinical trials carried out before it hit the shelves.
The website's promise of 20 per cent faster growing hair after Bouf use is attributed to a clinical study of 39 participants from 2007.
Meanwhile, the claim that Bouf sees an 82 per cent reduction in hair loss references a clinical study of 32 participants from 2017.
Some social media users leapt on the opportunity to support Ms Wilde, praising the Bouf product and her choice to speak openly.
'The love you've put in but also the transparency you've gifted us has been nothing short of incredible,' one user said.
Another said: 'There is soo much negativity on TikTok at the moment. It's like people just want to be bullies to influencers in 2025.'
Ms Wilde was also asked by a newcomer why she used wigs, to which she responded that they were included as a 'visual metaphor'.
'It's not meant to be taken literally or passed off as a result,' she said.
'It was more of a tongue-in-cheek, over-the-top moment to stand out in a category that's often really clinical and samesy.'
But other commenters were confused, having not seen the ad campaign and were suddenly exposed to an explanation responding to critics.
'Never heard of it but just saw this video and people are talking about wigs. I'm done, no interest in looking into that product,' someone said.
Another said: 'Some people simply felt distrust as soon as you used a wig to campaign a hair growth brand.
'The more the campaign is defended, the more people are going to find other ways to pull Bouf apart.'