Master barber and social media personality VicBlends, real name Victor Fontanez, is stepping into the haircare industry with the launch of BetterDays, a new brand designed for men and boys across different hair textures.
Fontanez, who has worked with high-profile clients including former US President Barack Obama and NFL star Tom Brady, has built a social media following of more than 23 million people.
He co-founded BetterDays with retail executive Joey Thomas, who serves as CEO. The brand was incubated by Root and has raised US$7 million (about R123 million) in funding, with investment led by Maveron and Will Ventures. Rapper Lil Baby is among its strategic investors.
BetterDays is particularly focused on wavy, curly and coily hair types, ranging from 3A to 4C.
The brand launched with two products priced at US$20 each (about R350). Rebound Cream is a lightweight leave-in conditioner containing shea butter, coconut oil and panthenol, while Grip Powder is designed to add texture, lift and hold with a matte finish.
For Fontanez, the business is also connected to his belief that grooming can influence confidence. He has previously provided free haircuts to people in need and launched VicBlends Academy at Valley State Prison in California in 2025, giving incarcerated men an opportunity to train towards barbering qualifications.
BetterDays is currently available through its website, TikTok Shop and Amazon in the US.
Main Image: PR Newswire
