Once the Brand of Bros, Dollar Shave Club Is Now Aiming to Conquer the Wellness Market

With corporate parent Unilever at its side

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Could Dollar Shave Club, the former disruptor known for its budget-friendly razors and renegade marketing tactics, be the next big men’s wellness brand?

That’s the vision the company’s been pursuing since being acquired for $1 billion in 2016 by Unilever. The corporate behemoth wants consumers who relied on Dollar Shave Club to deliver high-quality, low-cost razors to now embrace the once-indie company as the ultimate destination for men, both as a resource and for the tools they need for their body and mind.

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This story first appeared in the September 24, 2018, issue of Adweek magazine. Click here to subscribe.