EXCLUSIVE: Celebrity Barber Victor Fontanez Launches Men’s Grooming Brand

by · WWD
Victor Fontanez for BetterDays Hair.Courtesy of BetterDays

Who is Victor Fontanez if he can’t cut hair?

Such was the question the celebrity barber — whose A-list client roster reads like a top-100 list, from Barack Obama to Tom Brady — asked himself when the country went into lockdown six years ago. His answer: motivational speaker.

“I was obsessed with how somebody can move you with their storytelling, their voice and raw emotion. During COVID, I was like, ‘Man, let me make a couple of videos to inspire somebody. Let me talk to the camera,’” the entrepreneur recalled.

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Twenty million followers later, it’s safe to say Fontanez, better known as VicBlends online, has reached far more people than he initially thought possible, utilizing his own mental health journey and expertise in a candid, straightforward manner. Now, he has a new mission, BetterDays.

Victor Fontanez with his brand BetterDays.

Backed by Maveron and Will Ventures and cofounded by Joey Thomas of Dude Wipes, BetterDays is Fontanez’s first consumer products brand.

Available now direct-to-consumer, the hair care line opens with two innovations, a Rebound Cream, $20, and a Grip Powder, $20. Formulated with arrowroot extract, pro-vitamin B5, vitamin E, sunflower extract and more, the Grip Powder acts as a texturizing spray alternative, aiming to lift, condition, smooth and protect the roots in a pump bottle format designed for fine hair. The Rebound Cream is a daily leave-in solution designed to fight frizz, restore shine and add definition, with ingredients such as shea butter, coconut oil and rosemary extract.

“Both cover a large range of hairstyles,” Fontanez said. “We wanted to be as inclusive as possible.”

Asked why he decided to bring his own products to market now, the pro groomer pointed out, “There’s always been an ask for it, and I wanted to be able to give something that I could stamp my name on.”

(L-R) Joey Thomas and Fontanez posing with the BetterDays assortment.

Fontanez is certainly striking while the iron is hot, as interest in men’s beauty continues to rise at a rapid clip. Men’s personal care sales in the U.S. swelled 4.2 percent in 2025, outpacing total beauty’s 3.3 percent growth, per data by NielsenIQ. Among the key drivers of growth was hair care.

On how BetterDays plans to differentiate itself in the popular category while maintaining a healthy consumer retention rate, Thomas, chief executive officer, said: “There’s a lot of noise in the space. There’s not a lot of brands that are teaching men how to use products or what products to use. For us, we’re all about teaching men.”

Thomas is also betting big on his own go-to-market skills, having led the digital expansion of Dude Wipes over the last five years, as well as his partner’s star power and the brand’s custom formulas, which present a uniquely floral scent.

“Anybody with an audience can build a brand. We wanted to build something that benefits your hair long term,” said Thomas, to which Fontanez added, “Men are simple, but I want them to know there are good options out there, ones that are better for their hair, their scalp and their bodies.”