Australian influencer Indy Clinton has come under fire after unveiling her latest marketing campaign for Bouf Haircare—despite appearing in the promotional materials wearing wigs and hair extensions.
The 27-year-old mother-of-three shared a behind-the-scenes video on Instagram ahead of the campaign’s official release next week. The footage showcased Clinton posing in various looks, including a sleek jumpsuit with long hair extensions and a mini dress paired with a voluminous blonde wig.
However, critics were quick to question the authenticity of a hair growth campaign fronted by someone wearing artificial hair. “Don’t get me wrong, this is cool,” one commenter wrote, “but I’m not drawn to buying haircare when the model has fake hair/extensions. It’s just hard to see how a product can be effective when we aren’t shown real hair.”
Others speculated about her hair journey, pointing out that postpartum hair loss and hormonal changes could explain any natural regrowth. Some also drew comparisons to Clinton’s previous endorsements, such as Bondi Boost, a different hair supplement brand.
“Why would you use wigs and extensions to promote a hair supplement?” another critic asked. “The fact that you are wearing a wig takes all the credibility away.”
Yet, not all responses were negative. Supporters defended the campaign’s creative direction, arguing that the wigs were symbolic. “Clearly the hair extensions and wigs are tongue-in-cheek with the brand name ‘Bouf,’ referring to the goal of achieving big, bouffant hair,” one user commented.
Bouf Haircare co-founder Rachael Wilde responded to the criticism in a TikTok video, clarifying that Clinton had documented four months of using the product. Wilde explained that the exaggerated hair styles were meant to illustrate a visual contrast: “We wanted to create a moment of juxtaposition—the chaotic real-life woman transformed into a confident, bold version of herself through her hair.”
The campaign comes amid Clinton’s recent return to social media following online scrutiny over her rhinoplasty. In a defiant TikTok video, she addressed the backlash: “I’m 27 years old and I’ve had a few tweaks, like my nose… but I still got so much hate. People loved it when I was struggling… I had milk leaking from my t**s, I was exhausted and depressed. People ate that up.”
She concluded her message by telling followers they could either support her or move on: “I have no time for haters.”
Despite the polarized reaction, Clinton’s campaign has reignited conversations around authenticity in beauty marketing—and the delicate balance between creative storytelling and transparent hair health advice. For those looking for reliable results, experts continue to recommend sticking to proven hair care tips and understanding the ingredients behind any product.
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