‘Man For Himself’ Founder Robin James Launches Anforh

Robin James, the grooming expert and founder of the digital platform Man For Himself, has launched Anforh, a new haircare brand created to address the concerns of his 765K-strong community.

Since 2012, James has built a loyal following through his YouTube channel and website, offering no-nonsense advice on men’s hair, grooming, fragrance, and lifestyle. In-depth surveys with his predominantly male audience, which have collected over 55,000 responses, have shaped his understanding of what men really want from their grooming routines. The data revealed that 44 percent of respondents struggle with fine or thinning hair, while 36 percent are looking for products that add volume and texture.

That insight led James to collaborate with a UK-based formulation partner to create his Texture Volume Spray in 2021, which sold out following its debut in 2023. Now, after two years of feedback and refinement, Anforh is launching with three targeted products designed to address the most common male hair concerns.

“I’m incredibly proud to launch Anforh, a brand born from over 12 years of real research, testing, and direct conversation with my audience,” James told BeautyNewsDaily. “Since starting Man For Himself on YouTube in 2013, I’ve built a global community of men who care deeply about how they look and feel, and who expect more from their grooming products.”

“Anforh is the result of everything I’ve learned. These aren’t vanity products or marketing fluff; they’re grounded in insight, created to serve the very people who shaped them. It’s simplicity in design, complexity in formula — a foundation for great hair with no compromise on performance.”

Guided by the brand ethos ‘Simplicity in Design, Complexity in Formula’, each product is crafted to deliver a stripped-back yet effective routine. They’re designed to work both individually and alongside other products, helping to keep styling as effortless as possible.

The debut range includes:

• Texture Volume Spray: A dual-action spray that thickens the hair’s appearance while adding texture, using clay and two types of salt. Ideal for men seeking fuller, more manageable hair with natural-looking volume.
• Texture Shampoo: A clay-based volumising shampoo that removes grease and product buildup without weighing it down or leaving it overly smooth. Designed for those who hate the freshly washed feel, it leaves hair full-bodied with a beachy texture.
• Conditioning Treatment: A lightweight, once-weekly treatment that hydrates while leaving hair feeling thick and full. It can also be used as an intensive conditioning mask to nourish and strengthen.

All products are formulated, manufactured, and packaged sustainably in the UK. Fragranced with premium essential oils including rose otto, the concentrated formulas are designed to last longer and deliver lasting results to the hair. Each product comes in a distinctive blue glass bottle for UV protection, complete with a QR code linking to styling tips and tutorials.

Anforh launches exclusively at anforh.com on 17 July, shipping to both the UK and US in limited quantities. Prices range from £26 to £30 ($37 to $42).