NJF Capital presents Dollar Shave Club. Founded by Mark Levine and Michael Dubin in July 2011, DollarShaveClub.com was a leading provider of quality razors to its members. Dollar Shave Club is a monthly membership service that delivers fresh, stainless steel razor blades and other personal grooming products to customers by mail. They were one of the first companies to have a successful D2C business model. The combination of better cost economics, convenience and a "revolt" against traditional shaving brands led to one of the best executed businesses of all time.
In 2012, Dollar Shave Club launched the campaign video “Our Blades Are F***ing Great,” that introduced the company. As the video went viral, orders reached 12,000 in the first two days. Dollar Shave Club’s viral video received an award from Adage, for “Best Out-of-Nowhere Video Campaign,” and a Webby Award for best Fashion & Beauty website.
With half a million members, Dollar Shave Club launched two new products in 2013, as part of their goal to help customers make smarter choices in their grooming routine. Dr. Carver’s Easy Shave Butter to accompany the razors and One Wipe Charlies, a disposable butt wipe for men. In 2014, the company expanded their product line to include Dr. Carver’s Magnanimous Post Shave Moisturizer: the ultimate amnesty after the disruptive act of shaving. The company was acquired by Unilever in 2016 for $1b.