Dollar Shave Club rolls out deodorant as it expands beyond razors

From viral razors to lifestyle branding, Dollar Shave Club keeps reinventing grooming. Their latest move? A $5 deodorant for the modern man's routine.

, and Administrator

2026 March 28 . 1:19 PM

1 min read

Dollar Shave Club rolls out deodorant as it expands beyond razors

Dollar Shave Club has expanded its product line once again, this time adding deodorant to its range. The brand, known for its affordable grooming essentials, continues to focus on men's confidence and self-care. Starting Tuesday, members can purchase deodorant sticks for $5 and wipes for $5.50. The company began in 2011 with a viral video promoting men's razors. Its straightforward approach quickly gained attention, leading to a $1 billion acquisition by Unilever in 2016. Since then, the brand has grown beyond razors into toothpaste, cologne, and now deodorant.

Dollar Shave Club also launched Mel magazine, a platform exploring men's issues with cultural depth. The goal is to spark discussions about masculinity and boyhood without lecturing. Alongside product sales, the company aims to build a lifestyle brand, potentially selling third-party products in the future.

The subscription service remains central, offering razors and grooming essentials at low prices. While the core audience stays millennial and Gen Z men aged 18–34, the brand plans to gather more member data. This includes age, ethnicity, location, and grooming concerns to refine its offerings. The new deodorant launch reinforces Dollar Shave Club's mission to support men's physical and mental well-being. With affordable pricing and a growing product range, the brand keeps evolving beyond its razor roots. Future plans include deeper member engagement and a broader lifestyle focus.