After the emergence of James Brown's Loaded magazine (regarded as the blueprint for the lad's mag genre), For Him firmed up its editorial approach to compete with the expanding market and introduced a sports supplement. It then went monthly and changed its name to FHM. It subsequently expanded internationally.
FHM became one of the best-selling magazines in Britain during the mid to late 1990s, selling more than 700,000 copies per month by 1999. Towards the end of the decade the lads' culture in which the magazine thrived began to die off and publishers turned to celebrity-oriented titles to boost overall sales.