Dollar Shave Club acquired Truly Beauty, a Los Angeles body and skin care brand founded in 2015 that sells to Gen Z shoppers largely through TikTok Shop, in the razor subscription company’s first acquisition. Truly keeps its own name and customer base, but the two will merge their supply chains and inventory systems right away, and Dollar Shave Club will give it its performance media, creative production, retail activation, and lifecycle CRM operations. The company said the women’s line it launched earlier this year has beaten internal targets on subscriber retention and acquisition costs, which is what pushed it deeper into female-focused categories. Dollar Shave Club is treating Truly as the first piece of a portfolio spanning value and mass-premium tiers. Terms weren’t disclosed.
