Leading grooming category challenger forms next-gen personal care platform with addition of viral beauty brand

• Building a Personal Care Platform: Acquiring Truly extends Dollar Shave Club’s proven growth strategy with women beyond grooming, as a multi-brand personal care operator.
• Distinct Shoppers in One Portfolio: Dollar Shave Club’s irreverent, no-BS, value-driven positioning combined with Truly’s mass-premium, Gen-Z audience, meets multiple consumer needs while maximizing cross-category share of wallet across all value tiers.
• Unlocks Cross-Channel Operational Synergies: Integrating Dollar Shave Club’s proven operating infrastructure and AI-driven model with Truly’s agile, high-performing, viral marketing and TikTok Shop engine will accelerate omnichannel scale.

DURHAM, N.C., Sept. 1, 2026 /PRNewswire/ — Dollar Shave Club Inc., the razor company that famously bucked big razors to deliver a quality shave at a great price, is expanding beyond grooming with its first acquisition, Truly Beauty. Known for its viral, Gen Z-focused body care and unapologetic social media marketing, Truly Beauty shares the same category challenger spirit that made Dollar Shave Club a household name. The acquisition builds on Dollar Shave Club’s move into women’s grooming this spring, applying the same marketing engine and operating infrastructure to a new consumer, a new category, and a new price tier.

Dollar Shave Club enters this transaction with strong momentum, driven by a return to top-line growth through a thriving new frontier: female consumers. The company’s newly launched women’s line is outperforming internal forecasts across subscriber retention and acquisition efficiency, all with accessible price points true to the Dollar Shave Club model. This validates the company’s ability to capture female market share, setting the stage for Truly Beauty to scale within the portfolio.

Two Distinct Challengers, One Portfolio

Acquiring Truly Beauty answers the “build vs. buy” thesis through disciplined, non-dilutive platform expansion. Each brings complementary operational disciplines, capabilities, and expertise to the newly created portfolio that together creates a high-growth beauty and personal care platform. Dollar Shave Club provides Truly Beauty with a proven operating platform and real strategic firepower. With one of the most distinctive brand voices in consumer products and a deep marketing engine across brand building, performance media, creative production, retail activation, and lifecycle CRM, Dollar Shave Club can immediately deliver the muscle Truly Beauty needs to build a brand at scale. The Company also has a robust infrastructure that enables brand growth without the need to rebuild. Truly brings a fast-turn social commerce engine, an expanding retail footprint and direct category synergies in shave care to the Dollar Shave Club portfolio. These collective strengths will be integrated from an operations and logistics perspective to reinforce and accelerate both brands’ top-line growth.

While Dollar Shave Club and Truly sell into the same aisle, they serve two structurally different shoppers. Both brands will retain their distinct identities, voices, and core audiences. Dollar Shave Club sticking to its irreverent, no-BS, and unapologetically value-driven promise of self-care without the luxury tax or the ten-step routine. Truly is nearly the opposite by design, and will remain expressive, bold, and joyful, true to its dedication to experience, ritual, and self-expression that has galvanized a loyal community. The operating discipline runs in common on the back end; the packaging, tone, and community each brand has earned stays exactly as it is on the front end. By maintaining distinct brand voices, the combined platform drives cross-category market share without brand dilution.

“By layering Truly’s fast-turn product engine onto our AI-driven inventory planning and backend logistics, we are building a high-velocity innovation model that legacy CPG conglomerates simply cannot replicate,” said Dollar Shave Club CEO, Larry Bodner.

Dollar Shave Club serves the value-seeking, performance-first shopper

A brand promise of nothing bougie and no unnecessary markups, delivered through a subscription model built on routine and replenishment. That positioning has driven rapid, profitable growth with low capital requirements, and it is deliberately narrow. It does not stretch to the experiential, mass-premium shopper Truly Beauty serves, and it isn’t meant to.

Truly’s consumer shops a different part of her routine. Where Dollar Shave Club solves for the functional essentials she doesn’t want to think about, Truly is the part of the routine she chooses — discovery-led, driven by texture, scent, and self-expression, and bought as much for the experience as the outcome. These are two distinct consumers with two distinct need states, and they will be served by two distinct brands. Truly will operate on its own terms, with its own voice and its own community. There is no Club membership attached to it, and no attempt to convert one audience into the other.

Now, by joining forces with Truly Beauty, Dollar Shave Club offers a full personal care platform that attracts consumers across the price ladder from value to mass-premium shoppers.

“We are immensely proud of Truly’s growth since launching in 2015, having built a loyal Gen Z community by bringing prestige-quality formulas, packaging, and positioning to the mass-premium market,” said Maxx Appelman, Founder, and Freddy Wolfe, CEO of Truly Beauty. “Partnering with Dollar Shave Club as the cornerstone of their new multi-brand platform feels like the perfect next step, and we’re thrilled to scale this next chapter together.”

The transaction expands the combined portfolio footprint in major retail doors, including Ulta, Walmart, Target CVS, TJX, and Boots UK, establishing a formidable multi-category, dual-gender supplier profile for CPG retail partners. Financial terms of the transaction were not disclosed. Integration of back-end supply chain and inventory platforms will begin immediately, with both brands maintaining their distinctive brand voice and identities while combining marketing, strategy and creative capabilities on the backend.

This acquisition of Truly is the first step towards Dollar Shave Club creating a portfolio that meets personal care and beauty needs across the men’s and women’s market. This will serve as the blueprint operating model and governance template for the brand as Dollar Shave Club looks to continue expanding in the future.

About Dollar Shave Club Inc.
Dollar Shave Club Inc. started in 2011 by solving a huge problem in the shaving industry: shopping for razors sucked. So, we did what needed to be done: offered quality, affordable razors, delivered straight to your door. Since then, we’ve transformed into a multinational, omni-channel, lifestyle brand with retail presence nationwide. Launching a new line of product specifically for women and acquiring Truly Beauty in 2026, Dollar Shave Club remains committed to offering simple solutions for your shave and grooming journey at a great price. Whether you’ve been with us from the start or just got here, everyone’s welcome in the Club.

About Truly Beauty, Inc.
Truly Beauty is a high-performance personal care brand that bridges clean, plant-based ingredients with luxury results. Headquartered in Los Angeles, the company crafts innovative hair, body, and skincare solutions designed to address everyday concerns—from targeted body potions to viral shave essentials. By pairing science-backed chemistry with sensory, ethically sourced formulas, Truly Beauty empowers individuals to look and feel confident without compromising on performance or sustainability. Truly Beauty products are vegan, cruelty-free, made in the USA with global ingredients, and available online and through major global retailers.

Media Contact:
Jules Mastrocola
FINN Partners
dollarshaveclub@finnpartners.com

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SOURCE Dollar Shave Club Inc.