Dollar Shave Club has acquired Truly Beauty, marking its first acquisition and accelerating its expansion beyond men’s grooming into a broader multi-brand personal care portfolio. Financial terms of the deal were not disclosed.
Founded in Los Angeles by Maxx Appelman in 2015, Truly Beauty offers hair, body and skincare products formulated with clean, plant-based ingredients and positioned to deliver luxury-grade results for everyday concerns.
The move follows Dollar Shave Club’s recent push into women’s grooming and adds Truly’s Gen Z-focused, mass-premium body care business to its portfolio. While both brands will retain their distinct positioning and identities, they will share back-end operations, including supply chain, inventory management, marketing strategy and creative capabilities.
The combined portfolio strengthens the group’s presence across major retail chains including Ulta Beauty, Walmart, Target, CVS, TJX Companies and Boots.
Dollar Shave Club said the integration will combine its AI-driven operating infrastructure with Truly’s social commerce expertise, particularly its strong TikTok Shop performance, as it pursues further expansion across men’s and women’s beauty and personal care categories.
"By layering Truly’s fast-turn product engine onto our AI-driven inventory planning and backend logistics, we are building a high-velocity innovation model that legacy CPG conglomerates simply cannot replicate," highlighted Dollar Shave Club CEO, Larry Bodner.
