Dollar Shave Club expands into fragrance

Dollar Shave Club is expanding its product offering with a debut fine fragrance line.

Dubbed 'Blueprint', the line consists of two collections called Fresh and Warm, which include three scents each. It launched online on Tuesday.

Just like its other lines including shave, shower, oral care, hair care, “butt wipes”, and skin care, colognes will be exclusively available on the Dollar Shave Club website. They can be purchased individually or as a collection. Separately they are sold for $50 for a 50-ml bottle or as a set for $35 for three 15-ml bottles, a price point that is significantly higher than other products.

It enlisted fragrance developer Ann Gottlieb to create the collection. Scents in the Fresh collection include combinations such as sea spray and melon, and mixes of lemon, moss and amber, while the Warm collection includes notes of cacao, vanilla and suede, as well as cedar and spicy cardamom.

The fragrances come packaged in sleek bottles embedded with a blueprint-style drawing of buildings that best depict the spirit of each scent.

The direct-to-consumer men's grooming brand has been rapidly growing its brand portfolio since being acquired by Unilever in 2016. It launched in 2011 exclusively with a razor and razor blade subscription.

Unilever acquired Dollar Shave Club for $1 billion, one of the largest deals in ecommerce history.

Besides expanding product categories, the brand currently available in the U.S., Canada, the U.K and Australia, and has plans to expand to Europe.

Dollar Shave Club expands into fragrance

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