VicBlends' BetterDays Lines Up November Products After Launching With $7 Million in Backing
The men's haircare brand from barber Victor Fontanez and CEO Joey Thomas launched in late September with two $20 products and plans a sea salt spray and a styling gel for November, Entrepreneur reported.
- Funding
- $7 million in pre-revenue backing, per BeautyMatter
- Investors
- Maveron and Will Ventures lead; Lil Baby strategic, per BarberEVO
- Launch products
- Rebound Cream and Grip Powder, $20 each
- Planned for November
- Sea salt spray and styling gel, per Entrepreneur
- Sales channels
- Brand website, TikTok Shop and Amazon, per BeautyMatter
- CEO
- Co-founder Joey Thomas, formerly a VP at Dude Wipes, per Entrepreneur
Originally reported by WWD.
BetterDays, the men's haircare brand co-founded by barber Victor Fontanez, known online as VicBlends, plans to add a sea salt spray and a styling gel in November, followed by more products in 2027, according to Entrepreneur. The brand launched in late September with two products, a Rebound Cream and a Grip Powder, priced at $20 each. WWD first reported the launch on September 29.
BeautyMatter reported that BetterDays launched with $7 million in pre-revenue backing. WWD named Maveron and Will Ventures as backers, and BarberEVO, which described the two firms as lead investors, reported that the brand was incubated by Root and also drew strategic investment from Lil Baby.
Joey Thomas, the co-founder and chief executive, previously served as a vice president at Dude Wipes and director of e-commerce at BIC, according to Entrepreneur. Fontanez brings more than 23 million followers across social media and a client roster that ranges from Barack Obama to Tom Brady, BeautyMatter reported. The line is sold on the brand's website, TikTok Shop and Amazon, and the company says it is built for straight, wavy, curly and coily hair.
Why it matters
Men's personal care sales in the U.S. rose 4.2 percent in 2025, ahead of the 3.3 percent growth in total beauty, with hair care among the drivers, according to NielsenIQ data cited by WWD. BetterDays is entering that growth with capital raised before it had revenue, which makes the round a bet on two things investors could assess in advance: Fontanez's audience and Thomas's e-commerce operating record. Thomas framed the opening in terms of education rather than formulation, telling WWD: “There’s not a lot of brands that are teaching men how to use products or what products to use.”
Selling first through its own site, TikTok Shop and Amazon keeps the brand on the platforms where that audience already spends time, and the planned November additions would double the range within about two months of launch. Fontanez has said the products need to stand on their own rather than depend on TikTok, according to Entrepreneur. A wider range and repeat purchases, more than launch-month attention, will show whether that holds.
What to watch
The open question is whether the November additions arrive alongside a first physical retail or barbershop channel, or whether BetterDays continues to sell only through its website, TikTok Shop and Amazon as it builds a sales record to show its investors.
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Sources
- WWD: EXCLUSIVE: Celebrity Barber Victor Fontanez Launches Men's Grooming Brand
- BeautyMatter: VicBlends Launches Men's Grooming Brand with $7 Million in Funding
- Entrepreneur: He Cut Barack Obama and Tom Brady's Hair. Now VicBlends Is Building a Men's Grooming Empire.
- BarberEVO: VicBlend's Launches New Men's Grooming Brand, BetterDays
- BetterDays by VicBlends | Haircare Built for Real Life
- Rebound Cream Leave-In Conditioner | BetterDays
- Grip Powder Texture Powder, No White Cast | BetterDays
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