Launched: 2018
Key Executives:
2025 Full Year Expected Revenue Range: $50 to $75 million
2025 Projected Offline Distribution Points: 1,643
Primary Category: Haircare
Other Categories: Tools and Devices
Key Markets: United States, Australia
Retail Partnerships: Ulta Beauty, Sephora
Primary Distribution Channel: DTC
Other Distribution Channels: Prestige
Funding Rounds: Private Equity
In April 2022, Gauge Capital acquired BondiBoost.
BondiBoost is an Aussie-grown hair wellness brand inspired by the laid-back lifestyle and community ethos of Bondi Beach. We’re built on the belief that simple, healthy habits, grass roots connections, and making wellness fun (without the fear mongering) gets you the best results.
In an industry focused on overly technical and complicated routines, BondiBoost meets a new generation of “clean consumers” who love discovering wellness treats like our viral Infrared Thermal Brush, a TikTok bestseller, and our HG Shampoo that make them look great and feel healthy. BondiBoost promises customers clean, effective solutions to strengthen hair health, boost volume, and repair from the root.
BondiBoost fills a gap in the haircare industry by offering both hair products and nondamaging tools that feel indulgent and accessible—all while delivering results without the baggage of complex routines or harsh chemicals.
Insights provided by Julia Ramanadhan, Brand President
Key business initiatives for 2025?
What are you most proud of having accomplished?
At BondiBoost, I’m most proud of our recent accomplishments:
What has been the biggest surprise?
The biggest surprise has been the overwhelming demand for tools and the cross-generational appeal of BondiBoost. Our products resonate not just with individuals but also with families—mothers and daughters bonding over hair rituals and even couples embracing our wellness-first approach to haircare.
We’ve also seen a shift in how customers approach their routines. While they want results—like improved hair density and scalp health—they’re looking for solutions that enhance their lives without overcomplicating them. This evolution has shaped our mix of business, emphasizing simplicity and effectiveness over lengthy, time-consuming routines.
These insights continue to inspire our product development, ensuring we meet our customers’ needs with innovations that align with their lifestyles while staying true to our core focus on hair wellness.
What fuels your competitive advantage?
Our competitive advantage lies in our unique brand culture, rooted in the Australian idea of “giving things a crack”—putting yourself out there, taking risks, even if it means failure (hello, RayGun!). This freedom of not taking yourself so seriously paired with a highly creative and entrepreneurial US Team is a dream combination that allows us to innovate boldly, respond quickly, and stay authentically connected to our customers.
We are also fortunate to be connected into the Performance Beauty Group Platform, under Group CEO JuE Wong. This platform has given us access to scale BondiBoost's global potential.
Insight on the future of the beauty industry.
We can no longer rely on retailers to build brand demand. We must create our own demand, meeting consumers where they are and inspiring them to seek out products.
Bougie Wellness: Consumers will increasingly seek wellness products as status symbols using them to feel good and look good (hello Erewhon smoothie).
Third Spaces for Connection: Customers crave community and shared experiences beyond their homes and online spaces. Building “third spaces”—whether physical or virtual—where people can connect around shared values and healthy habits will define the next era of brand loyalty.
What is the best piece of advice you’ve been given?
The best piece of advice I’ve been given is “There’s only one you, and only one of you.”
I’ve been very fortunate to work with visionary leaders and founders like JuE Wong, Aurelian Lis, Vasiliki Petrou, and Jane Wurwand. Each distinctive and unconventional in their leadership style. Observing their styles showed me that there’s no single blueprint for a successful leader and gave me permission to embrace my own style.
This advice also keeps my “glass overflowing” mindset in check; recognizing the power of collective brilliance and diverse perspectives and respecting my own boundaries to be the best leader.
What is the best mistake you've ever made and what did you learn?
The best mistake we ever made was the launch of the Infrared Brush. Initially designed as a complementary tool, it quickly became a runaway success, far exceeding our expectations.
This experience was a powerful reminder that success lies in building on consumer demand rather than pushing what we think makes sense internally. While the brush aligned with our ethos, its popularity underscored the importance of meeting customers where they are and responding to what they truly want.
The lesson? Listen closely to your audience, adapt quickly, and let consumer demand guide innovation. Sometimes, the market will surprise you in the best possible way.
What advice would you give to someone contemplating launching a beauty brand?
My advice to anyone launching a beauty brand is to cut out the noise and focus on serving your community. It’s easy to get caught up in trends or what others are doing, but true success comes from understanding your audience and delivering real value to them.
If you could change one thing in the beauty industry what would it be?
If I could change one thing in the beauty industry, it would be to shift our obsession with newness towards meaningful improvements—specifically those that benefit our well-being. Rather than launching yet another product to capture fleeting attention, we have an opportunity to innovate in ways that make things better: more sustainable packaging, cleaner formulas, and community-building efforts that make our customers feel good.
