Dollar Shave Club Expands Product Assortment In Lifestyle Push

Seeking to grow beyond its namesake category into a more inclusive men’s lifestyle brand, Dollar Shave Club is launching two new products: $5 deodorant sticks and $5.50 wipes. CEO and Co-Founder Michael Dubin unveiled the company’s newest products during a keynote session at Shoptalk 2019.

The company already has expanded beyond razors and shaving cream to other personal grooming categories since its $1 billion acquisition by Unilever, offering products such as toothpaste and cologne.

“There’s this basic level of products that people need every day in the bathroom to get ready,” Dubin said during the keynote. “People shower, they use deodorant and antiperspirant, they brush their teeth, and a lot of people shave multiple times a week. We want to cover all those basic categories, and we’ve done that. As we think about new categories, we will get into more specialized products as it relates…