Mr James, who boasts an online following of over 620,000, launched Anforh last year after spending over a decade advising his followers on male grooming products and techniques. After receiving 50,000 responses to a questionnaire confirming what he thought the market was lacking, he launched a texture volume spray and brand called Anforh, which has so far been a big hit across the UK and USA.

Delivered through DSL Business Finance, the loan from the British Business Bank’s Investment Fund for Scotland will now help Robin to expand the range further, scale up manufacturing and grow his Edinburgh-based team.

Mr James now has his sights set on partnering up with luxury department stores and beauty brands to get Anforh into the hands of even more customers.

He 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.”

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.”