Bondi Boost

Bondi Boost is an Australian haircare company founded in 2018 by Alexandra Jakob and named after Bondi Beach in Sydney, where it developed its first formulations. The brand built a salon-professional range aimed at common hair concerns — thinning, breakage, scalp health and lack of volume — and positions its products as clean, plant-led and free of sulfates, silicones and parabens.

The company is independently founded but no longer independently owned: in 2022 it was acquired by the US private-equity firm Gauge Capital and now operates under the Performance Beauty Group [8]. Under that ownership the brand has continued to expand, moving from a direct-to-consumer and salon business into prestige retail in the United States and Canada.

Bondi Boost was started by Alexandra Jakob, an Australian entrepreneur, and launched on Instagram in March 2018. The brand traces its origin to Bondi Beach in Sydney, and its early identity leaned on that location and an Australian "plant-powered" character.

According to the company, the range grew out of research into why people are dissatisfied with their hair. The team describes finding that most people are unhappy with their hair across several measures — "thickness, texture, breakage, length, volume and flakiness" — and says it developed salon-professional formulations with the help of industry experts to address those issues. Jakob is also known for earlier ventures outside beauty, including an Australian childcare business she built before founding Bondi Boost.

After launching online in 2018, the brand began selling through Australian salons in 2019, then broadened into international retail. By the time of its acquisition it reported worldwide sales of roughly US$80 million for 2021 [8].

Growth continued under private-equity ownership. Trade coverage records the brand reaching a top-ten haircare ranking in Sephora Canada and expanding into all Ulta Beauty doors in 2024, with full-year 2025 revenue projected at US$50–75 million [7].

Bondi Boost is owned by Gauge Capital, a US private-equity firm, and operates within the Performance Beauty Group [9]. Sources differ on exactly when the deal happened: the Australian trade publication Retail Beauty and the industry outlet BeautyMatter both date the acquisition to April 2022 [8][7], while the Wikipedia article on founder Alexandra Jakob gives 2021 [6]. The two trade reports cite the more specific date; the discrepancy may reflect a deal agreed in 2021 and closed the following year. Financial terms were not disclosed [8].

The company frames itself as purpose-driven, stating a mission "to make the world a better place" alongside its haircare. Its tagline describes "Aussie plant-powered formulas for your healthiest hair yet."

Much of the positioning rests on what the products leave out. Bondi Boost says it excludes sulfates and parabens because, in its account, sulfates can irritate sensitive skin and strip colour and natural oils from hair; the company says removing them makes its products more suitable for sensitive scalps and coloured hair [5]. It also markets its formulas as vegan and cruelty-free. A brand representative has summarised the approach as offering "clean, effective solutions" for hair health while avoiding "harsh chemicals" and "complex routines" [7].

The catalogue spans shampoos and conditioners, masks and treatments, heat protectants, scalp and anti-shedding serums, and styling tools. Recurring hero ingredients include Australian Strawberry Gum Extract, aloe vera, apple cider vinegar, lactic acid and Procapil.

Several products anchor the line. The HG anti-thinning shampoo-and-conditioner duo and the Lock Drops anti-shedding scalp serum sit at the centre of its hair-loss range, while the Strawberry Gum Miracle Hair Mask and Bond Builder line cover repair. On the tools side, the Infrared Thermal Bounce Brush was described by BeautyMatter as a "TikTok bestseller" [7], and the Wave Wand styler was reported by Retail Beauty to sell one unit every sixty seconds [8]. The brand's UK storefront advertises clinical-style claims for parts of the range, including that "93% saw less shedding in 1 month" and that certain products are "clinically proven to reverse damage in 4 minutes."

Bondi Boost was named to BeautyMatter's FUTURE50 list in 2025, a designation the publication uses for fast-growing beauty businesses. Its acquisition and sales figures have also drawn coverage in the Australian beauty trade press.

The brand is active and growing, but acquired: since 2022 it has been owned by Gauge Capital and run under the Performance Beauty Group. Its most recent documented activity dates to 2025, including new product launches and the FUTURE50 listing [7]. Distribution now reaches Australia, the United States and Canada (through Sephora and Ulta) and the United Kingdom, with separate localized storefronts for different regions.