Dollar Shave Club Marks Industry Shift with Acquisition of Gen-Z Brand, Truly Beauty
In a landmark deal that signals a major shift in the personal care industry, Dollar Shave Club (DSC) has completed its first-ever acquisition, snapping up Los Angeles–based Truly Beauty — a viral, Gen Z–focused body care and skincare brand known for its plant-based formulas and explosive TikTok presence.
Announced on September 1, 2026, the deal transforms DSC from a value-driven men’s razor subscription service into a multi-brand, dual-gender personal care platform. While financial terms were not disclosed, both brands will retain their distinct identities and consumer positioning, while sharing back-end operations including supply chain, inventory management, and marketing capabilities.
Founded in Los Angeles in 2015 by Maxx Appelman, Truly Beauty offers hair, body, and skincare products made with clean, plant-based ingredients and positioned to deliver luxury results. DSC CEO Larry Bodner stated the move builds on the company’s spring 2026 women’s shaving line launch, which sold out within its first month.
The deal also integrates Truly’s powerful TikTok Shop engine with DSC’s AI-driven inventory infrastructure, creating what Bodner called “a high-velocity innovation model that legacy CPG conglomerates simply cannot replicate.” This comes three years after Unilever sold a significant stake in DSC to private equity firm Nexus Capital Management.
Source: Premium Beauty News – Dollar Shave Club Expands Personal Care Reach with Truly Beauty Acquisition