Dollar Shave Club acquires Truly Beauty
DSC is extending its validated women’s strategy beyond grooming into body, hair and skincare, while entering the “mass-premium” price tier.
USA – Dollar Shave Club (DSC) has acquired Los Angeles–based Truly Beauty, marking its first-ever acquisition and accelerating its expansion from a men’s grooming brand into a multi-brand, dual-gender personal care platform.
Financial terms were not disclosed, but both brands will keep their distinct identities while integrating back-end operations such as supply chain, inventory management, marketing strategy and creative capabilities.
The acquisition builds directly on Dollar Shave Club’s spring 2026 launch of its women’s shaving line, which the company says sold out in its first month and exceeded internal subscriber-growth forecasts.
Dollar Shave Club CEO Larry Bodner stated, “Serving female consumers is not a wild guess for us because we already proved they want our products.”
“Acquiring Truly allows us to build directly on that validated momentum, expanding far beyond razors into a full personal care platform across multiple price tiers and retail partners.”
Dollar Shave Club frames the transaction as a disciplined “buy” option in a “build vs. buy” growth thesis, allowing non-dilutive platform expansion without slowing its own innovation cadence.
The company intends to layer Truly’s fast-turn product engine and social commerce know-how, especially its TikTok Shop performance and affiliate network, onto DSC’s AI-driven inventory planning and logistics to create what CEO Larry Bodner calls a “high-velocity innovation model” that legacy CPG groups cannot easily replicate.
Founded in 2015 by Maxx Appelman, Truly Beauty is positioned as a high-performance personal care brand that combines clean, plant-based, ethically sourced formulas with luxury-grade sensory experiences and results.
Its portfolio spans around 80 products across shaving, body care, skincare, hair and fragrance, including viral body scrubs, oils, “body potions,” and shave essentials.
Truly has cultivated a loyal Gen Z community through prestige-quality packaging and positioning at mass-premium price points, and it reportedly generated more than USD 100 million in revenue in 2025 while remaining profitable.
Social selling is central to its model: an estimated 10–15% of revenue flows through TikTok, supported by over 100,000 affiliates.
The combined portfolio expands retail presence across major doors including Ulta Beauty, Walmart, Target, CVS, TJX Companies and Boots UK, creating a more formidable multi-category, dual-gender supplier profile for CPG retail partners.
Dollar Shave Club also sees an opportunity to apply Truly’s social selling expertise to its own brand to drive incremental growth while protecting higher-margin channels.
The deal comes three years after Unilever sold a significant stake in Dollar Shave Club to private equity firm Nexus Capital Management in 2023, as DSC repositions itself from a single-brand razor disruptor into a broader personal care operator.
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