By Mark JonesDollar Shave Club, the brand everyone knows for its mail-order razors, is finally getting serious about more than just shaving with its new line, Truly Beauty. They’re making a clear play for a bigger piece of the men’s personal care pie, moving past just blades. It’s an admission that guys’ routines now include a lot more than a clean shave, branching into real skincare and body care. The real question is whether this is just a brand extension or if Truly Beauty can actually stand on its own.
Key Takeaways
- Dollar Shave Club dropped Truly Beauty in Q3 2025, moving beyond razors to offer a full men’s personal care lineup.
- They’re pushing dermatologist-tested formulas with popular ingredients for skin health, like hyaluronic acid and niacinamide.
- You can get the products through DSC’s subscription service or just pick them up at major retailers like Target and Walmart.
- Their target is the 25-45 male demographic, guys who are now actually building out full skincare and body care routines.
The Evolution of a Grooming Giant: Beyond the Blade
Remember back in 2012 when Dollar Shave Club completely upended the razor industry with subscription boxes and those viral ads? For a long time, their entire identity was built on shaving. But the men’s grooming field has changed completely. What was once a niche interest has become a mainstream expectation, with men increasingly investing in their appearance for reasons that go well beyond a close shave. It’s about feeling confident and tackling actual skin issues head-on.
Launching Truly Beauty in late 2025 shows DSC is paying attention to how guys are shopping now. It’s a standard business move to find new revenue and stay in the game, because this market is getting crowded. A Grand View Research report projects the global men’s grooming market will hit over $81 billion by 2028, climbing at a 5.6% compound annual growth rate from 2022, so getting into broader personal care is just essential to keep growing. We’ve seen this exact playbook from other direct-to-consumer brands like Harry’s, which started with one thing and now sells a full grooming suite. The market wants a one-stop shop, and that’s what Truly Beauty is trying to be.
This pivot also helps Dollar Shave Club go head-to-head with the big beauty conglomerates and all the new indie brands popping up. They have a massive head start, building on a decade of brand loyalty and a finely-tuned e-commerce machine. They’re building on an existing customer base that already trusts them which is a much easier way to expand than starting from zero.
Truly Beauty’s Product Philosophy: Science-Backed Skincare for Men
Truly Beauty is a dedicated effort to formulate products that work specifically for men’s skin. The first wave of products covers the essentials for skincare and body care, with a clear focus on being effective and simple to use. I see it with my own clients, they want straightforward products that give them results without some crazy ten-step routine, and Truly Beauty seems to be aiming right for that sweet spot.
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Find a Studio Near You →The brand’s whole philosophy is built on dermatologist-tested formulations and being upfront about what’s inside. The initial launch includes a daily facial cleanser with salicylic acid, a hydrating moisturizer loaded with hyaluronic acid and niacinamide, and a body wash that gently exfoliates. These aren’t trendy, flash-in-the-pan ingredients. They’re the workhorses of the skincare world that actually deliver. Salicylic acid cleans out pores, hyaluronic acid hydrates like crazy, and niacinamide strengthens the skin barrier and calms down redness. They’re sticking to what’s proven to work.
What’s smart about Truly Beauty’s angle is how it directly tackles common problems guys face, like razor burn, oiliness, and sun damage. The product descriptions get right to the point, stating for example that the “Daily Defense SPF 30 Moisturizer” gives you broad-spectrum UVA/UVB protection and stops your skin from drying out. That kind of clarity lets a guy know exactly what he’s buying without needing a chemistry degree. Even the packaging is clean and masculine, which fits the no-fuss, practical vibe their target customer (I’ve found) usually prefers.
Market Positioning and Distribution Strategy
Truly Beauty is aimed squarely at men aged 25 to 45 who have started paying attention to their personal care routines. This is a guy who wants stuff that works without paying luxury prices. The pricing makes sense for that, hitting a competitive spot that feels accessible. For example, you can grab the facial cleanser for about $12 and the moisturizer for around $18, making it an affordable pickup without skimping on good ingredients.
How they’re getting it to customers is a huge part of the plan. While they’re still using Dollar Shave Club’s website for direct-to-consumer subscriptions, they’ve also pushed into physical stores. As of early 2026, you can find Truly Beauty products on the shelves at major retailers like Target and Walmart across the United States. This two-pronged approach is smart, keeping the convenience of online subscriptions while also grabbing impulse buyers and reaching way more people in person. The move into brick-and-mortar is about increasing brand visibility and making Truly Beauty a household name.
Partnering with these specific stores is telling. Target has its curated beauty sections and Walmart has unmatched national reach, both are perfect for getting in front of a wide range of shoppers. This strategy suggests they see Truly Beauty as its own thing, not just an add-on for a razor subscription. They’re trying to build an independent brand that can fight for shelf space with the old guard and take a serious bite out of the evolving men’s grooming market.
The Future of Men’s Personal Care: What Truly Beauty Represents
The launch of Truly Beauty by Dollar Shave Club is a pretty clear signal of where the entire men’s personal care industry is headed. We’re watching the market move from purely functional products toward a complete view of grooming that includes skincare, body care, and even mental well-being. Guys are no longer just using a bar of soap. They’re actively looking for products that solve real problems like aging, sensitivity, or damage from the sun.
Truly Beauty captures where things are going. First, their focus on science-backed ingredients and dermatologist testing shows that guys want effective formulas they can trust, since consumers are smarter than ever about what they put on their skin. Second, the accessible price and wide availability in stores like Target make good personal care available to everyone, moving it out of the luxury niche and into a guy’s daily routine. Finally, by integrating it with a huge name like Dollar Shave Club, they’re showing how an established company can evolve. They’re selling a complete grooming lifestyle now.
I fully expect to see more brands follow this playbook as the market gets bigger, rolling out complete product lines for men’s specific needs, think specialized stuff for different skin types, ages, or even beard care and athletic recovery. The era of a single, all-purpose product dominating the men’s aisle is fading fast. Truly Beauty is leading that charge, proving that if you have smart product development, a good distribution plan, and you actually listen to what your customers want, you can win in the fast-changing world of men’s personal care. This expansion is a significant and intelligent move for Dollar Shave Club, putting the company in a great position to capitalize on all this growth.
So, What Is Truly Beauty?
Truly Beauty is a new skincare and body care brand for men from Dollar Shave Club that launched in late 2025. It’s their big push beyond just razors and shaving cream.
What Kind of Products Are We Talking About?
The first batch of products includes things like daily facial cleansers, body washes, and hydrating moisturizers with well-known ingredients like hyaluronic acid and niacinamide, plus an SPF moisturizer.
Where Can I Buy This Stuff?
As of early 2026, you can get Truly Beauty products directly from the Dollar Shave Club website or find them in the aisles at major retailers like Target and Walmart.
What’s Their Angle on Ingredients?
They’re focused on dermatologist-tested formulas and being transparent about what’s in them, using effective and scientifically-backed ingredients to tackle common men’s skin issues like oiliness, dryness, and razor burn.
How Does This Fit into the Big Picture?
It’s Dollar Shave Club’s way of expanding out of the shaving niche and into the much larger men’s personal care market, which is seeing a huge surge in demand for more complete grooming and skincare routines.
