About

I’m Robin James, founder of Anforh and Man For Himself.

I created Anforh because I wanted grooming products with a clear purpose. Products that work properly, feel good to use and fit into real routines.

It has been shaped by my own experience, more than a decade spent testing grooming products and thousands of conversations with the Man For Himself community.

It started with hair

I grew up in Forres, in the north-east of Scotland. When I was around 14, a new Boots opened on the high street and, for whatever reason, the shelves of gels, waxes, sprays and pastes completely fascinated me.

I started experimenting. Some products worked. Quite a few did not. But I quickly realised that changing my hair could change how I felt.

My own hair is very fine and flyaway. I have plenty of it, but without the right products it can look flat, lose shape and become difficult to control. That frustration became the starting point for years of testing, learning and talking openly about hair.

From Man For Himself to Anforh

In April 2013, I filmed my first Man For Himself video in my bedroom in south-east London.

My camera did not have autofocus, so I used a wooden spoon to check whether the shot was sharp. It was not. The lighting was poor, the sound was crackly and the whole thing was fairly chaotic.

It was honest, though.

That video became the start of Man For Himself, a grooming platform built around straightforward advice, detailed product testing and conversations about how men want to look and feel.

Over the years, I have reviewed hundreds of products across haircare, skincare and fragrance. More importantly, I have built a community that is willing to say what works, what does not and what is still missing.

Built with the community

Anforh did not begin with a trend forecast or a boardroom presentation.

It began with questions.

Through Man For Himself, I ran surveys, created quizzes and spoke directly with people about their hair types, routines and frustrations. More than 55,000 responses to the Man For Himself hair quiz helped build a detailed picture of what people actually wanted from their products.

More volume, but not stiffness. More texture, but not dryness. Better condition, without losing movement. Products that are easy to understand and straightforward to use.

That feedback shaped the way I approached Anforh.

The product that started it

Texture Volume Spray was the first Anforh product.

For years, I had layered thickening sprays with salt sprays to give my hair lift, texture and hold. It took too long, used too much product and often left my hair feeling sticky or overworked.

I wanted one product that could build volume, grip and shape while keeping the hair soft, touchable and easy to rework.

That became Texture Volume Spray.

From there, the range grew into a complete approach to washing, conditioning and styling. Texture Shampoo prepares the hair with a clean, naturally grippy finish. Conditioning Treatment adds moisture and manageability without unnecessary weight. Styling Cream provides flexible control, while Curl Enhancing Cream supports definition and movement without a hard or crunchy finish.

Haircare that works as a routine

Each Anforh hair product has a specific job, but they are designed to work together.

You can use one product to solve a particular problem or build a full routine around your hair type, preferred style and the finish you want.

The aim is not to make grooming more complicated. It is to give you fewer products that make more sense.

Fragrance with a personal origin

Anforh has also grown beyond haircare.

Aire, Kist and Sorn form the Origins Collection, three fragrances inspired by my memories of growing up in the north-east of Scotland.

Aire captures the movement and energy of the coast. Kist is softer and closer, inspired by warmth, familiar materials and the comfort of home. Sorn is deeper and more expressive, with memories of Speyside, whisky casks, dark wood and smoky evenings.

They were created as a fragrance wardrobe rather than three versions of the same scent. Different fragrances for different moods, moments and sides of yourself.

Simple to use. Serious about formulation.

Anforh products are developed with experienced formulation, manufacturing and regulatory partners.

Every formula starts with a clear problem or practical need. Ingredients are chosen for what they contribute to the product, not simply because they sound impressive on a label.

The packaging follows the same approach. It should feel considered, work properly in real life and clearly explain what the product does, how to use it and what result to expect.

I care about the small details because they affect whether a product becomes part of your routine or sits unused at the back of a cupboard.

Why Anforh exists

Anforh is personal to me because I know what it feels like to be frustrated by your hair. I also know the difference that the right product, haircut or fragrance can make to the way you carry yourself.

This brand is not about chasing perfection or telling you that you need fixing.

It is about giving you useful products, honest guidance and more control over your routine.

Thank you for being part of it.

Robin
Founder, Anforh & Man For Himself