Thick, healthy hair is on most people's wish lists, and Boldify founder Aucklander Mike Viskovich knew too well what it was like to experience hair loss. Editor Trudi Brewer speaks to the founder of a phenomenally popular safe haircare collection that helps you create mess-free, fuller-looking hair in seconds. Read on to learn more.
Hair loss can happen at any stage of life, and the consequences can be devastating. It erodes confidence and self-esteem; for many, there is no way back from balding patches and thinning strands. New Zealander Mike Viskovich, founder of Boldify, didn’t always work in the beauty industry. A former reality television editor's struggle with thinning hair championed an idea that has come to fruition as a billion-dollar brand. First, let’s get across hair shedding. While it’s expected that we lose between 50 and 100 strands a day, many people lose their hair in handfuls. This was the catalyst for Viskovich to create a cosmetic product to help mask thinning and balding patches to make day-to-day hair styling less stressful. Viskovich shares how Boldify benefits any hair type.
Boldify founder Mike Viskovich
Where did the idea for Boldify come from?
I always felt embarrassed about my hair loss and had used a competing brand of hair fibres for years. I wanted to create my version. One that was more affordable had cleaner ingredients and wasn’t something I’d be ashamed to have on my bathroom shelf. The idea behind Boldify was to build a stylist-friendly brand that positively embraced hair concerns without the outdated, problem-focused branding that made hair loss feel like something to hide.
How did you get the brand off the ground?
I launched Boldify on Amazon USA in 2016. It was a crash course in everything. Sourcing suppliers, getting regulatory approval, setting up an Amazon account, managing logistics, and marketing the product. I had to learn fast.
What was the biggest challenge?
Standing out on Amazon. It’s an incredibly competitive marketplace. Luckily, marketing came naturally to me, which was a huge advantage. But beyond that, our unique positioning and price point helped us build on a solid foundation: a product people genuinely need and love.
What surprised you the most?
How hard it was to build sales. I assumed launching in the USA meant instant big numbers, but growing the brand was slow and challenging. It took time, patience, and constant refining of our strategy.
What are the hair-thickening fibres made of?
They’re made from natural materials, including cotton, salt, and iron oxides for colour. These ingredients work together to create a lightweight, natural-looking finish that blends seamlessly with real hair.
Images Boldify
Boldify Hair Thickening Fibers, $50.
Often, the most straightforward ideas are the best. This hair-thickening product is a case in point. It uses finely milled cotton fibres tinted with natural iron oxides and comes in four colours. These fibres boost the fullness of the hair, mask the look of sparse patches, and stay put until you shampoo it clean.
How do they work?
At first glance, they look like a fine powder, but they’re actually tiny fibres that cling to existing hair, making it look thicker. If you have visible scalp areas, the fibres settle and create the illusion of fuller hair. The result is instant, and the application is mess-free.
How long do the fibres last, and are they sweat- and water-resistant?
They can last multiple days, but you may need to touch them up in between. They’re sweat- and water-resistant, so they hold up well throughout the day, but they wash out easily with shampoo when you’re ready to remove them.
What are the colour pigments in the formula?
Boldify uses all-natural iron oxides to create its colour pigments. These minerals provide rich, natural-looking shades while being safe for the scalp and hair.
What’s the best way to use it?
Apply to clean and dry hair after styling. Shake the fibres over thinning areas until you get the coverage you want, then gently pat them in place. For extra hold, finish with hairspray, which helps them stay in place longer.
How about hairline powder? And Who can use it?
It covers hair loss but works differently. It’s a compact powder that’s dermatologist-tested and safe for direct application to the scalp to conceal thinning areas. It’s also one of the best root touch-up powders out there—instantly covering greys and root regrowth. It’s easy to apply, lasts all day, and blends seamlessly with natural hair. It works for anyone who wants to cover greys, root regrowth, or thinning areas—or refresh their blonde highlights. It’s a great alternative to sprays, which can be sticky, crunchy, and bad for the environment. Whether you have fine hair, visible scalp areas, or want a quick root touch-up, it’s a simple and effective solution.
Images Boldify
Boldify Hairline Powder, $34.
Touch up a visible regrowth and boost hair fullness with this dab-on powder containing talc, mica, silica, magnesium, and moisturising squalane. Ideal between salon colours, it will help mask your regrowth in minutes. There are four blendable shades.
What are the ingredients in the Hairline Powder?
Talc, mica pigments, silica, magnesium and nourishing squalane. As with all our products, you will find the complete ingredient list on our website; we believe in transparency. All our ingredients are chosen for their effectiveness, safety, and ability to blend seamlessly with hair.
What’s the best way to use the Hairline Powder?
Its built-in powder puff applicator makes applying directly to the scalp, roots, or hair easy. Gently press the powder into thinning areas, hairlines, or part lines for instant coverage. It’s also great for creating a more defined hairline when wearing a ponytail or updo.
Has female hair loss increased? What are the causes?
Yes. COVID triggered a lot of stress-induced hair loss, which became an issue for many people. On top of that, many women experience hair loss postpartum, during menopause, or due to conditions like alopecia. Hormonal changes, stress, and genetics all play a role. It’s a prevalent issue, and we’re proud to provide an instant cosmetic solution alongside any long-term treatments people use to address the root cause.
What’s your best hair tip?
It depends on the person, but as someone who’s dealt with hair loss (like myself), knowing about and using products like Hair Fibers and Hairline Powder is a total game-changer. They give instant results, boost confidence, and simplify styling. For many people, they’re genuinely life-changing.
Here are great examples of how Boldify Hair Thickening Fibers can help conceal thinning hair and sparse patches to give hair the appearance of fullness.
A hair thickening solution.