Robin James is launching Anforh this month – a new premium, male-focused hair care line.
The hair care brand has been created after two years of refinement based on community feedback, and launches on 17 July with debut three products.
James, a stylist with more than 128,000 followers on Instagram, is also the founder of male grooming online retailer Man For Himself.
Texture Volume Spray (£30) is a dual-action spray that thickens the hair's appearance while adding texture through the addition of clay and two types of salt.
Texture Shampoo (£28) is a clay-based volumising shampoo which removes grease and build-up without weighing hair down or making it overly smooth.
Conditioning Treatment (£26) aims to nourish and hydrate hair while keeping it feeling thick and full.
Formulated, manufactured and packaged in the UK, each product is fragranced with premium essential oils, including rose otto.
Anforh only exists because of its dedicated community, James told Cosmetics Business.
“Anforh exists because of them, and it is audience-first, created with direct insight, feedback and real-world testing,” said James.
“After years of sharing brands I believed in, I realised I had the opportunity, and responsibility, to create something that not only spoke to my audience but was made for them.”
James added that Anforh is not about being male-focused for the sake of it.
He continued: “It is about creating something for an audience that has historically been overlooked or patronised.
“The men’s grooming space is still littered with two extremes – products that feel overly scientific and disconnected, or ones that dumb it all down with cliché masculine branding.
"I wanted to challenge that.”
James describes men as being more nuanced than many realise, and are “discerning consumers who care deeply about what they use”.
He also clarifies that while these products are created for men, they are not exclusive to men.
“They are built to work, and to work well for anyone who values quality,” said James.
The brand also has high ambitions and aims to become a trusted, go-to grooming business for its customers over the next year.
James is already working on three more styling products – with two already being finalised and one awaiting a new manufacturer.
He added: “Alongside that, I am aiming to grow the team to support the creative and operational demands of the business.
“It has been intense, especially around the launch, but the direct connection with customers – many of whom have followed me for years – is what makes it all worth it.
“In a year’s time, I want to still feel that same excitement.
“And I want the audience to feel it too.”
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