For $1 to $9 a month, the Dollar Rubber Club will deliver three, six, or nine condoms to your doorstep. The Dollar Shave Club will send you a new razor each month, also for $1 to $9, depending on the quality you select. Similar services cater to other male needs: multiple online monthly subscription services exist for underwear and socks. Another service, called Bombfell, will even send you an entire outfit in the mail every month.
Over the past year, startup companies like these have multiplied, as they all try to capitalize on the idea that men hate shopping and love convenience. Customers and investors alike have latched on excitedly, funneling a stream of cash into these businesses. So is this a new frontier in the way men shop online, a thing men really want and even need — or just a novelty fad that will fade when it's time to renew subscriptions?