Product details

Dollar Shave Club (DSC), a pioneering direct-to-consumer (DTC) razor brand, was founded in 2011 by Michael Dubin and Mark Levine. With its viral marketing campaigns and affordable prices, DSC disrupted the shaving industry, amassing USD225 million in sales by 2016. Unilever acquired DSC for USD1 billion in 2016. Although DSC's journey from its innovative beginnings was successful, the brand failed to meet expectations and struggled to sustain its revenues under Unilever. In 2023, Unilever sold its 65% stake in DSC to Nexus Capital Management LP (Nexus Capital) and retained a minority stake in DSC. With Nexus Capital's backing, in early 2025, DSC launched an advertising campaign to reclaim its humorous roots and reconnect with its core audience, leveraging its omnichannel presence and unique advertising strategies to drive growth. As an independent brand, DSC faced challenges to navigate the competitive DTC men's grooming landscape. The rebirth of the disruptive DSC served as a reminder of the importance of strategic focus and the challenges of scaling a DTC brand while maintaining its creative edge. Would DTC be able to reinvigorate its erstwhile success this time again through its unique marketing strategies?