Michael Dubin, Dollar Shave Club: Razors For Less

When was the last time you stopped by a pharmacy to pick up a pack of razors and did a double-take at the checkout counter? Someone has been getting filthy rich off selling tiny pieces of disposable metal for $19.99, and unless your name is Gillette, it's probably not you.

Here to help you shave some money off your monthly grooming budget: Dollar Shave Club, a Santa Monica, Calif.-based startup that will ship five razors to your home each month for a whopping $3.

How does Dollar Shave Club undercut the big-boys like Gillette and Schick by such a large margin? Like a growing number of "disruptive" startups, by cutting out the middleman: The company's razors come directly from manufacturers in China and Korea. Plus, the razors are sold with less capital because Dollar Shave Club doesn't have a storefront and operates exclusively online. Companies like Warby Parker, which sells eyeglasses and sunglasses for $95, have proven the model can work.

Michael Dubin, who co-founded Dollar Shave Club with Mark Levine in April 2011, officially launched on Tuesday with a hilarious viral video. (Dubin, the star of the video, has some comedic experience, having previously trained with the sketch comedy group Upright Citizens Brigade in New York.) Already, the ad (above) has generated 5,000 sign-ups for the service since it went live on Tuesday, according to Dubin.

OK, now that we've all seen the video, have you ever let a toddler shave you?

I have not. The toddler in the video is a daughter of my close friend. Cute, right?

Any advice for startups on making a video about their business?

Don't take yourself too seriously. If you can make people laugh, they'll remember what you're saying.

What's your background?

My background is in digital marketing and brand development. And my co-founder, Mark Levine, has 25 years of product-development experience and great contacts in the manufacturing space who have helped us get set up.

Can you offer advice for entrepreneurs who are thinking about starting a subscription-based business?

First, find the right niche. Everyone is creating subscription businesses these days. If you're going to be successful and hit the masses, you need to be very specific about what you're offering. Second, be a membership company, not a subscription company. It may just be semantics, but there's a warmth to the word membership that subscription lacks. Subscription is cold and impersonal. Membership makes you feel included, like lobster night at the country club. And I think that extends into the brand experience for the customer. We want customers to feel like every month we're adding the kind of value that the other memberships in their life bring them.

What are the different products Dollar Shave Club offers?

The Humble Twin razor is two blades and $1, plus $2 shipping. The 4X is a four-blade razor, costs $4, shipping included. And the six-blade, The Executive, is $9, shipping included. With the twin, you get five cartridge refills. With the four-blade, you get four cartridges refills. And with the six-blade, you get three. Oh, and we have The Lover's Blade, a subscription you can share with a lover, a friend, a girlfriend or a boyfriend.

How much do you estimate you'll save consumers?

If you make the comparison between our twin model and the upper-end Gillette models, at least $292 a year.

Do you endorse the use of your blades for areas besides a man's face?

Not quite yet -- but I think you just gave me a good idea for a new video.

Entrepreneur Spotlight

Name: Michael Dubin and Mark Levine
Company: Dollar Shave Club
Age: Dublin, 33; Levine, 56
Location: Santa Monica, Calif.
Founded: April, 2011
Employees: 5
Website: www.DollarShaveClub.com

Comments

[KFM6]

01:10 PM on 03/23/2013

Nonsense. The blades aren't as good as the fusion. But they let you cancel at anytime - right? WRONG. Click the "membership settings" link to cancel. There is NO link to cancel.

They say "If you need to cancel before your first order ships, please contact us."

NONSENSE! My first order shipped in February and tried to cancel on March 9. There is no "Membership Setting" link! As of today my account still does not have that link. So I sent them an email requesting that my account be cancelled. I got the following email in response:

Cassie, Mar 11 05:29 pm (PDT):

Hey Kevin,

We're so sorry to hear you don't want to be a member of the club anymore! I can't find your account under this email address. What is your shipping address?

We're a young company and are always looking for ways to improve our service and products. Do you have any feedback for us? It would be very helpful moving forward.

We miss you already,
Cassie

Did this solve the problem? NO - I received my second shipment and they hit my credit card a second time and have not responded to four subsequent emails to credit my account! Funny video - crap web site - crap product - crap company.

KFM

[FXX]

02:09 AM on 10/08/2012

Okay, first of all, buying the Dorco handle and blades are not as cheap as the previous commenters are making it out to be, in fact the initial cost is actually more expensive to go with Dorco and the monthly cost is more expensive for the 4-blade razor. Did you guys forget Dorco charges shipping and tax? In the case of 4-bladed 'Lovers Blade' the Dorco equivalent would cost you $8.39 for the handle and a pack of blades, rather than the $6 DSC charges, and refills would cost you $6.78 a month. The initial cost to get the Executive plus a blade pack from Dorco would be around $15, and refills would be $7.86. The monthly cost of the Executive refills are the only time Dorco would be cheaper, and not even by $9 a year.

[Asiancaucasian tango]

05:42 PM on 06/01/2012

Dollar shave club is a scam..just a reseller of shavers.
They use all Dorco shavers..buy directly at

www.dorcousa.com

The "Executive" at Dollar Shave club charges $9 per month!
Not to mention EVERY MONTH!! Stupid folks!!

The "Executive" shaver is only $4.75 + Every month
Cartridge Refills are $4.50. At Dorco Website directly.
Total cost is $9.25.

Dollar shave club is charging you $108 per year
for a $9.25 cost!

WHAT A RIP OFF!! Just go and buy it directly folks!

[JHPMAX]

07:57 PM on 04/26/2012

The same exact razors can be found on www.dorcousa.com for a lot less.

See -- http://www.smartmoney.com/spend/family-money/does-dollar-shave-really-save-1334930885394/

[Jeremy Cunningham Green]

09:56 PM on 03/26/2012

I’m going for the 83 years of free blades, all I need is to refer 1,000 friends. Sign up using this link https://www.dollarshaveclub.com/ref/l5p/wdlqcr
Have you seen the video? It's great! https://www.youtube.com/watch?v=M9fgI9FHs60

[efunk1130]

05:02 PM on 03/09/2012

Best ad campaign ever!!

[lezanelson]

05:46 AM on 03/09/2012

I started using regular razors for that very reason. A pack of ten blades will last over a year and they r about five dollars. The German made are the best. Old timey shavers have come along way since our grandfathers used them.

[Heracles]

01:08 AM on 03/09/2012

It's a scam. I've used these gray market budget razors and my advice is stay away (of course unless your into sadomasochism or self-sacrifice). Anyone can sell cheap razors cheaply. If you don't have a heavy beard, just buy a good tungsten-steel Gillette razor and rinse it and wipe it dry after each use and it'll last you a long, long time.

[loki]

10:46 PM on 03/08/2012

I go to family dollar and get 10 Schick razors for that price and they do a great job. doesn't seem like a deal to me. I guess if you feel your too good to shop at a family dollar you would like it, but thats a personal problem really

[crazyridiculous]

10:19 PM on 03/08/2012

I don't see this business working long term. Anyone can buy cheap blades at stores if they want to, but the owner of the company thinks they are too embarassed to? Really?!

I don't think the vast majority of people are crazy enought to care what other people think of their shaving related purchases... they only care about the quality of the product.

There's nothing stopping people from buying cheap razors at stores. Not to mention people are buying a ton of cheap products at these same stores...they aren't going there specifically to shop for their shaving needs. So why wouldn't they pick up some razors?

[CharliePoole]

08:34 PM on 03/08/2012

"How much do you estimate you'll save consumers?

If you make the comparison between our twin model and the upper-end Gillette models, at least $292 a year?"

Or you could save a MILLION dollars a year by buying an electric shaver. This is a thinly disguised advertisement for the company. Take it down NOW.

[bamz]

06:43 PM on 03/08/2012

best shave, Norelco Philips 3 head shavers, no nicks, no ingrown hair, no foams or gels, no nothing, quick shave, clean and just a little Thayer witch hazel after shave. cost of the machine from 40 to 200 dollars. Saves you a lot of blades in the long run. I never looked back or at the blades aisle.

[belladio]

05:18 PM on 03/08/2012

Anyone try these razors and know what they're like? I've tried a variety of razors (name brands and store brands) and am not truly happy with any of them - seems the quality has gone down in the ones I once found reliable. Being kind of a smooth fanatic for the parts I shave, the fact that I can't find one I like anymore is irritating. So if anyone who isn't affiliated with the company can give me an unbiased opinion, I'd appreciate it. Thanks :)

[bmcombs]

07:16 AM on 03/09/2012

I would like to know this too. I may try it out. My facial hair is very rough and I love a smooth face. My Gillette Fusion works great - but at least 1/4 of the refills has an issue with one of the blades making for an incredibly uncomfortable shave.

[john997]

12:59 AM on 04/12/2012

Schick hydra 5 blades is amazing. I have a very thick beard and I can go more than a week on one razor.

[AlexNYC]

03:29 PM on 03/08/2012

A novel idea and a great presentation. I've been complaining about the rising price of razors for years now. I'm in.

[Fred H]

08:38 PM on 05/22/2012

Can you give us an update on how you did with their products?

[Brian Reeder]

03:04 PM on 03/08/2012

The savings + the fact that you don't have to go through the horrible process of finding a CVS employee to unlock the razor blades makes it well worth it. Who's a new member and is currently wasting time at work? This guy.