Dollar Shave Club brings “no-BS” pricing to women’s shaving

Dollar Shave Club has entered the women’s grooming market with razors, handles, and shaving products with the ethos of transparent pricing. 

The Women’s Line features design changes specifically for body hair shaving. The razor handles are said to be optimized for various hand positions in slippery showers. The line also includes shave aids using a signature blend of hydrating ingredients, such as argan oil, hyaluronic acid, and shea. The shaving products are scented with Cashmere Santal. 

The launch reflects the growing women’s care market, where products previously thought of as taboo are being featured with prominence, alongside a move away from the traditional “pink tax” pricing on the products. Dollar Shave Club says it is “rejecting traditional pricing that dominates the female grooming aisle.”

The “pink tax” refers to the extra cost of products and services marketed specifically to women and is commonly associated with products such as razors. The US Joint Economic Committee illustrated the “tax” in 2016, utilizing two of the same Schick razors — one marketed toward men and one toward women — where the prices were US$4.99 and US$7.51, respectively. 

Dollar Shave Club’s new products are priced from US$5–10. 

Shaving preference shift

Dollar Shave Club grew into prominence following its disruptive messaging of “bucking big razors to deliver high-quality products without the unnecessary BS.” 

The company’s debut into the women’s grooming space aims to prove that “high-performance grooming doesn’t need to compromise on quality or price.”

“For over a decade, we’ve cut out the unnecessary fluff that’s been upsold to dudes. Now, we’re excited to be doing the exact same thing for women,” says Larry Bodner, CEO at Dollar Shave Club. 

The company emphasizes its position as a body hair removal solution, should women seek it.Dollar Shave Club launches its first women’s shaving line. 

“We aren’t here to tell you how to shave, where to shave, or even if you should shave. That’s your business. Our business is providing high-performance tools that get the job done at a price that respects your wallet.”

Last year, Personal Care Insights spoke to Jochen Schmitz, general manager North-East Europe at Edgewell Personal Care, about how shaving consumers’ preferences on shaving portrayals are shifting. What went from an expectation to a form of rebellion is now more about a personal preference, which Bodner highlights.

“Current narratives in the category often frame shaving either as a luxurious act of self-care or as a bold protest. However, our research shows that many women find these portrayals unrealistic and emotionally unrelatable,” Schmitz previously told us. 

Edgewell Personal Care reported that over 80% of women see shaving as a practical part of everyday personal care, not a statement or indulgence.

Dollar Shave Club’s entrance into the women’s grooming category echoes this newfound positioning in the market. 

Product breakdown

In Dollar Shave Club’s new Women’s Line, the Women’s 6-Blade Razor features six “long-lasting” blades and a lubricating strip with moisturizing aloe and vitamin E.

The Wavy Grip Handle is a lightweight handle designed for body shaving from every angle and hand position. It is available in three colors: Maroon, Purple, and Yellow. The Shower Hanger has an adhesive back that clings to shower walls to keep blades dry. The hanger is also available in three colors.

Dollar Shave Club’s Shave Aids are all in a Cashmere Santal scent. The Sugar Scrub has sugar and papaya extract to exfoliate and hydrate the skin, as well as lift hair. The Shave Butter is touted to have an ultra-hydrating formula that goes on clear, gets hair soft, and helps reduce ingrown hairs. 

Meanwhile, the Shave Oil softens skin and stubble so as to allow for a frictionless shave. The Post Shave Body Balm fights post-shave dryness and irritation.