Celebrity Barber Launched Betterdays Grooming Brand
Celebrity stylist Victor Fontanez and industry veteran Joey Thomas debuted a new men's hair care line in August 2026.
Updated on Sept. 29, 2026 in Beauty
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Celebrity hairstylist Victor Fontanez partnered with former Dude Wipes executive Joey Thomas to launch Betterdays, a grooming brand focused on self-care. The company debuted its first products, Rebound Cream and Grip Powder, in August 2026.
Why it matters
The founders created the brand to address a perceived gap in modern men's hair care marketing. By positioning hair care as a fundamental component of self-care, they aim to modernize the industry approach.
The initial collection features products like Rebound Cream and Grip Powder, which include a signature scent known as Scent Number 26. Future planned releases include a sea salt spray and styling gel.
The players
Victor Fontanez
He is a celebrity hairstylist known for working with high-profile clients like Barack Obama and Tom Brady.
Joey Thomas
He is a business executive who previously held leadership roles at Dude Wipes and BIC.
The details
Fontanez, who has styled hair for Barack Obama and Tom Brady, collaborated with Thomas to develop the brand through outside investment and team-based research. The development process involved multiple rounds of scent testing to finalize the products.
Timeline
Victor Fontanez was diagnosed with Bipolar I disorder in 2023.
Fontanez and Joey Thomas first met in 2025.
Betterdays launched its initial product line in August 2026.
A sea salt spray and styling gel are planned for release in November 2026.
Additional grooming products including shampoo and serum are scheduled for 2027.
Culture Shift
The brand follows the trend of shifting toward holistic self-care branding in men's grooming by treating hair maintenance as a mental wellness practice. This mirrors broader efforts in the personal care industry to reposition niche professional tools for the mass consumer market.
Residents in Atlanta may see the brand integrated into local grooming services where Fontanez maintains business ties. Customers should evaluate these products based on their specific hair care needs as the brand expands its inventory through 2027.
The takeaway
Consumers should look for grooming products that align with their personal wellness routines rather than just aesthetic needs. Understanding the brand identity can help buyers determine if the product line fits their specific hair care maintenance goals.
What happens next
Betterdays is scheduled to release a sea salt spray and styling gel in November 2026, followed by a launch of clay, detox shampoo, and hair-growth serum in 2027.
Further reading
Learn more about the latest industry trends in the Beauty section.
Source note: This article includes information reported by Entrepreneur.
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