Dollar Shave Club announced the acquisition of Truly Beauty, marking the shaving and grooming company’s first acquisition and expanding its strategy into a broader multi-brand personal care platform.
Truly Beauty is a Los Angeles-based personal care brand known for body care, skincare, hair care and shave products aimed largely at Gen Z and mass-premium consumers.
The acquisition follows Dollar Shave Club’s expansion into women’s grooming earlier in 2026. The company said its recently launched women’s product line has exceeded internal expectations for subscriber retention and customer acquisition efficiency, providing additional support for expanding further into female-focused personal care categories.
Dollar Shave Club plans to maintain Truly Beauty as a distinct brand rather than integrating it directly into the Dollar Shave Club identity.
The companies serve different customer segments. Dollar Shave Club primarily targets value-conscious consumers with functional grooming products and a subscription-based replenishment model, while Truly focuses on a more experiential, mass-premium customer interested in discovery, scent, texture and self-expression.
The strategy is to maintain separate consumer-facing identities while combining operational capabilities behind the scenes.
Dollar Shave Club plans to provide Truly with access to its marketing infrastructure, performance media capabilities, creative production, retail activation, lifecycle customer relationship management, supply chain and logistics operations.
Truly brings its own strengths in social commerce, viral marketing, TikTok Shop, rapid product development and an expanding retail presence.
Dollar Shave Club also plans to combine Truly’s faster product-development model with its own AI-driven inventory planning and backend logistics systems.
The transaction expands the combined portfolio’s presence across major retailers including Ulta, Walmart, Target, CVS, TJX and Boots UK.
Both brands will retain their existing positioning, customer communities and brand voices, while integration of supply chain and inventory systems will begin immediately. Marketing, strategy and creative capabilities are also expected to be shared across the platform.
Dollar Shave Club views Truly as the first step in a broader strategy to create a portfolio of men’s and women’s personal care and beauty brands spanning value-oriented and mass-premium price points.
Founded in 2015, Truly Beauty has built a Gen Z-focused business around personal care products and social-media-driven marketing.
Dollar Shave Club was founded in 2011 and initially built its business around subscription razor delivery before expanding into a broader omnichannel grooming brand.
The acquisition gives Dollar Shave Club another avenue for growth beyond its core men’s shaving business while providing Truly with a larger operating and distribution platform.
KEY QUOTES:
“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.”
Larry Bodner, CEO of Dollar Shave Club
“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. 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.”
Maxx Appelman, Founder of Truly Beauty, and Freddy Wolfe, CEO of Truly Beauty
