Dollar Shave Club is known for its scrappy marketing and its willingness to call out its rivals’ products. Since its 2011 launch, the company has focused on men.
Now, the brand is making its first foray into products developed specifically for women.
The brand is launching a new line of razors and shave aids after finding that women often buy men’s razors for their efficiency. Thirty percent of the brand’s customers are women, said Dollar Shave Club CEO Larry Bodner. He estimated that half of those women (or 15% of total customers) use the products themselves.
“The thing that shocked me is women’s perception that men’s razors are better, and part of that is actually true,” Bodner said.
