Dollar Shave Club Diversifies into Women’s Beauty Sector with Acquisition of Truly Beauty
In a significant move indicating a major strategic shift, Dollar Shave Club has announced its first-ever acquisition: the Los Angeles-based body care brand, Truly Beauty. This announcement, made on September 1, 2026, transitions the formerly male-focused grooming contender into a multi-brand, dual-gender personal care platform.
Truly Beauty, founded in 2015 by Maxx Appelman, is renowned for its clean, plant-based formulas that cover hair, body, and skincare. This includes viral Gen Z favorites such as body scrubs, oils, and shaving essentials. While the financial terms of the deal remain undisclosed, both brands will maintain their unique identities and target audiences. They will share back-end operations, including supply chain, inventory management, and marketing strategy.
Larry Bodner, CEO of Dollar Shave Club, emphasized that the integration will merge the company’s AI-driven operating infrastructure with Truly’s robust TikTok Shop performance and social commerce expertise. This acquisition builds directly on Dollar Shave Club’s previous venture into women’s grooming, which reportedly sold out within its first month. The combined portfolio now covers value, mass-premium, and Gen Z beauty categories across multiple retail channels.
Source: Retail Dive – Dollar Shave Club Acquires Body Care Brand Truly Beauty