Dollar Shave Club

Dollar Shave Club, Inc. is an American consumer packaged goods company that sells razors, blades, handles and other personal grooming products directly to consumers by mail, primarily on a recurring subscription basis. Blades are delivered on a periodic schedule chosen by the member, and the catalog extends beyond wet shaving to shave aids (shave butter, shave cream, shave gel, prep scrub, post-shave creams and serums), electric razors and trimmers, skin and body care, wipes, and gift and starter sets. Its shave catalog listed 46 products at the time of review, segmented by men's and unisex lines and by shave-routine step.

The company operates in the United States, Canada, Australia and the United Kingdom. Historically the majority of razor handles and blades were re-sold Dorco products rather than manufactured in-house, though current site copy states the company makes its blades and ships them directly to customers. Adjacent ventures have included the Boogie's hair care line launched in 2015 and MEL Magazine, a men's lifestyle editorial site launched in late 2015.

Dollar Shave Club has been a subsidiary since July 2016, when Unilever acquired it for a reported $1 billion in cash. In October 2023 Unilever sold a 65% majority stake to Nexus Capital Management, LP while retaining 35%. The company announced a headquarters move from Los Angeles to Durham, North Carolina in February 2025 and opened the new office at the American Tobacco Campus in September 2025.

Founding story

Michael Dubin and Mark Levine met at a holiday party in 2010 through a mutual connection and began discussing the cost of razor blades. Levine, whose background was in manufacturing, knew sources for affordable twin blades; Dubin brought branding and digital-marketing experience from Time Inc. and video marketing work, and improvisational comedy training from the Upright Citizens Brigade. Dubin began work on the company in January 2011 and invested roughly $35,000 of personal savings to build the site, signing up the first 1,000 members without marketing spend. The company was founded January 18, 2011 in Venice, California, with backing from incubator Science Inc.

Business model

Direct-to-consumer e-commerce built around recurring subscriptions: members select products, set a delivery cadence, and can skip, pause, modify or cancel each product subscription independently. One-time and on-demand orders are also supported, and members receive discounted shipping, member pricing and other perks. Products are also sold through Amazon and retail channels in addition to the company's own site.

Recurring subscription revenue from periodic razor and grooming shipments, supplemented by one-time product purchases, starter sets and bundles. Sample pricing includes the Humble Twin Blade at $6, the Classic 4 Blade at $8.50, the Signature 6 Blade at $10, shave butter at $8 and electric razors at $40 (from $50). Historical plan pricing described three tiers: The Humble Twin ($4/month), The 4X ($7) and The Executive ($10), each including a compatible handle.

Traction

12,000 orders within 48 hours of the March 2012 launch video; more than 200,000 subscribers and 30 employees by August 2013; 3.2 million subscribers as of 2016; launch video surpassing 27 million YouTube views by November 2020. The company was acquired for a reported $1 billion in 2016 and continues to operate an active subscription storefront.

Latest developments

Unilever sold a 65% majority stake to Nexus Capital Management in October 2023 while retaining 35%. The company announced a headquarters move from Los Angeles to Durham, North Carolina in February 2025 and opened the Durham office in September 2025. Current site promotions include a $4.99 starter set, 20% off electric grooming devices, a collegiate collection spanning 40+ schools, and free shipping on orders of $18 or more.