Mr James, known online as Man for Himself, spent more than a decade advising followers on male grooming products and techniques, before creating his own range last year. After receiving 50,000 responses to a questionnaire, he launched a texture volume spray and brand, Anforh, which has proven to be popular across the UK and US.

Mr James, who has more than 620,000 online followers, said: “Since launching Anforh last year, we’ve sold thousands of units to customers all over the world, but now want to take that to the next stage. The range is about much more than just styling products – it is the result of years of audience research, applied to meet the real needs of real people.

“I have already moved into a new studio and hired an additional team member, but funding was an essential part of being able to scale up further. The loan from the Investment Fund for Scotland will not only help us to grow the brand but also solidify its position as a key player in the male grooming industry.”

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Mr James started a blog and YouTube channel in 2013, using the skills and experience gained from working in journalism and media with Sky, ITV and Channel 4 to build an online platform dedicated to male grooming. As it grew in popularity, it became his full-time job.

The idea for Anforh came after Mr James had tried and tested thousands of products for the purpose of creating content. He concluded that there was something missing from his haircare collection that could help with both thickness and styling in one bottle.

Now, Mr Anforh is aiming to partner luxury department stores and beauty brands to broaden the reach of the product.

Mark Sterritt, director, nations and regions funds at the British Business Bank, said: “It is fantastic to see the impact that the Investment Fund for Scotland has had since it launched less than a year ago. Entrepreneurs like Robin, from a diverse mix of sectors all over Scotland, have been able to access critical funding to help their businesses grow and thrive. Anforh is a business built upon solid research from Robin’s highly engaged community and we look forward to seeing the brand develop.”

Iain Burnside, chief operating officer at DSL Business Finance, added: “We’re proud to support innovative ideas like Anforh. Robin has created a brand that truly resonates with his audience. In support of his business loan application, he presented a clear and focused business plan, backed by detailed, up-to-date financials.

“It is great to see how funding from the Investment Fund for Scotland is helping him to grow his business. The loan has given him the resources to expand both his operations and team, which reflects the hard work and vision driving Anforh forward. We look forward to seeing the brand continue to thrive in the male grooming industry.”