Dollar Shave Club's Slogans & Taglines

Dollar Shave Club is a dedicated architect of grooming democratization, subscription-born audacity, and the quiet revolution of transforming a warehouse full of razors into a global covenant of masculine sovereignty, built on an iconic American heritage that treats the ritual of shaving not as a mundane grooming transaction, but as a vital pillar of self-presentation, consumer empowerment, and the unapologetic sovereignty of the bathroom cabinet. Born in 2011 when Michael Dubin and Mark Levine launched the subscription razor service from a Venice, California warehouse, the brand ignited its ascent in 2012 with the viral video “Our Blades Are F***ing Great,” a $4,500 production that shattered Gillette’s dominance and attracted 12,000 subscribers in its first forty-eight hours. Its portfolio evolved from a single six-blade razor to encompass shave butter, body wash, hair care, and oral care, now stewarded by Unilever since its $1 billion acquisition in 2016. The brand’s voice crystallized in the foundational campaign slogan “Our Blades Are F***ing Great” and the enduring tagline “Shave Time. Shave Money,” a dual-edged manifesto that transmuted every bathroom mirror into a battleground against overpriced cartridges—a decade-spanning covenant that every jawline, every five-o’clock shadow, and every subscription box deserves the precision of a startup that dared to make shaving fun.