Men’s Grooming: $100B by 2028?

We’re watching the men’s grooming market blow past old forecasts, now projected to hit over $100 billion globally by 2028. A lot of that momentum comes from companies like Dollar Shave Club, which completely rewired how guys think about and buy their grooming gear.

I remember when Dollar Shave Club launched. Most analysts saw it as a flash in the pan, a goofy startup with one viral video. They’d say, “It’s just razors. How much damage can they really do?” That view completely missed the huge shift happening in consumer behavior and just how powerful a direct-to-consumer (DTC) model could be, especially for a stale market like men’s grooming. The sector was dominated by a couple of legacy giants that had gotten lazy. Dollar Shave Club didn’t just sell razors. It sold convenience, an escape from decision fatigue, and a brand personality that clicked with guys who were sick of overpriced, over-hyped products.

Subscription Model Dominance: 15% of Online Sales

If you want proof of Dollar Shave Club’s real impact, just look at the subscription numbers. A Statista report projects that by 2026, these recurring services will make up around 15% of all online men’s grooming product sales. That’s not a niche, that’s a huge chunk of the market that completely changed how guys buy their essentials. Before DSC, getting razors, shaving cream, or deodorant delivered automatically seemed a bit extra. Now, for a lot of people, it’s the standard. My read on this is simple: the combination of convenience and predictable cost created an incredibly loyal customer base. People value their time, and not having to remember to buy staples is a serious perk. This wave forced the big players to scramble, with many of them launching their own subscription services or creating auto-replenishment options with retailers. The market fully embraced the model, which proved guys are happy to switch their habits for a better, easier experience.

Strategic Acquisition by Unilever: A Catalyst for Broader Expansion

When Unilever dropped a reported $1 billion on Dollar Shave Club in 2016, it wasn’t just a big payday for a startup. It was a massive validation of the DTC model and a clear sign of where DSC was headed. That move gave Dollar Shave Club immediate access to Unilever’s incredible distribution, R&D, and global network. After the acquisition, DSC quickly pushed its product line way beyond razors, expanding into hair care, body wash, and skincare to grab a bigger piece of the fast-growing men’s grooming market. We’ve seen them roll out everything from pomade to body cleansers, all while keeping that core brand vibe. From my perspective, the acquisition gave them the cash and infrastructure they needed to go from a one-trick disruptor to a full-service men’s grooming brand. Without Unilever’s muscle, trying to scale and diversify that quickly would have been incredibly difficult, if not impossible.

Customer Lifetime Value (CLV): A 25% Higher Retention Rate

Here’s a stat that really tells the story of DSC’s success. Analysis from McKinsey & Company shows that subscription grooming services like Dollar Shave Club can have a customer retention rate that’s 20-25% higher in the first year compared to traditional retail. That higher Customer Lifetime Value (CLV) is what every business wants. It means you’re spending less money chasing down new customers because you’re making more revenue from the ones you already have. This loyalty comes from the whole package: the convenience, the personal recommendations, the consistent branding, and an easy checkout process all make customers stick around. With that high retention, you can then afford to invest more in making your products and customer service even better. When people feel seen and get consistent quality, they stay. It’s a simple concept, but so many brands get it wrong. DSC got it right by thinking about the entire experience, not just the first sale.

Market Share Shift: Legacy Brands Adapt

While Dollar Shave Club came in and took a big bite out of the market, the really interesting part of its story is how it made the giants change their game. Gillette, the longtime champ, eventually responded by launching its own service, Gillette On Demand, and even started buying up smaller challenger brands. That reaction, even if it was a bit late, shows just how much of a nerve DSC hit. A NielsenIQ report from late 2025 showed that while DTC brands are still growing, the market has settled into a new normal where traditional brands now have about 30% of the online grooming subscription business. So, what happened? The “disruptor vs. old guard” storyline has blurred into a hybrid market where everyone’s using similar tactics. In the end, the customer gets more choices and better prices, but it also means that just having a subscription box isn’t special anymore. Brands now have to compete on product quality, sustainable practices, and other real points of difference.

The Power of Brand Storytelling: Beyond the Product

People often think the men’s grooming game is all about price and product features. But Dollar Shave Club proved that how you tell your story and build a community can be an even more powerful engine for growth. That first viral video wasn’t a technical breakdown of the razor’s five blades. It was a funny, no-BS take on a boring chore. They sold you on being part of a club that got it. That focus on personality still shapes their marketing today. In a market where everything starts to look the same, the connection a brand makes with its customers can be the one thing that truly sets it apart. It’s why you see brands that have a clear point of view and an active community run circles around competitors that just list product specs. And honestly (this is just my two cents), way too many companies still don’t get how powerful being authentic and having a sense of humor can be. Dollar Shave Club showed that acting like a real human is a great business strategy, something the stuffy corporate marketing of the past always missed. They made grooming fun.

Dollar Shave Club’s whole journey proves a simple truth for any consumer brand today: you win with convenience, good value, and a strong brand story. To stay alive in a competitive space, companies have to keep finding better ways to reach customers and build a real relationship with them. The future of men’s grooming belongs to the brands that are quick on their feet and completely obsessed with the customer experience.