Dollar Shave Club Acquires Truly Beauty in Groundbreaking Personal Care Industry Development
In a significant development that is set to redefine the personal care industry, Dollar Shave Club has made a landmark announcement of its acquisition of Truly Beauty. This marks the first-ever acquisition by the grooming brand. The deal, which was announced on September 1, 2026, transforms Dollar Shave Club from a men’s value razor brand into a comprehensive, dual-gender personal care platform.
Truly Beauty, a high-performance body care and skincare brand, was founded in Los Angeles by Maxx Appelman in 2015. The brand has gained popularity among Gen Z consumers for its clean, plant-based formulas and its viral presence on TikTok. Truly Beauty offers a wide range of products, including:
- Body scrubs
- Oils
- Shaving essentials
While the financial terms of the deal remain undisclosed, both brands will continue to maintain their unique identities and consumer positioning.
Larry Bodner, CEO of Dollar Shave Club, emphasized the strategic alignment of this acquisition, stating: “By integrating Truly’s rapid product development onto our AI-driven inventory planning and backend logistics, we are creating a high-velocity innovation model that traditional CPG conglomerates simply cannot replicate.” This acquisition further strengthens Dollar Shave Club’s previous foray into women’s grooming, which reportedly sold out within its first month. The integration of supply chain, inventory, marketing, and creative capabilities will commence immediately.
Source: PR Newswire — September 1, 2026