Unilever has signed an agreement to purchase Dollar Shave Club, the direct-to-consumer grooming business that disrupted the shaving category.   

In 2015, the Venice, CA-based company had turnover of $152 million; the firm is on track to exceed $200 million this year, according to Unilever.  

“Dollar Shave Club is an innovative and disruptive male grooming brand with incredibly deep connections to its diverse and highly engaged consumers,” said Kees Kruythoff, president of Unilever North America. “In addition to its unique consumer and data insights, Dollar Shave Club is the category leader in its direct-to-consumer space. We plan to leverage the global strength of Unilever to support Dollar Shave Club in achieving its full potential in terms of offering and reach.”  

With a product and brand range that extends beyond shaving to include Wanderer men’s personal wash products, Big Cloud men’s skin care products, Boogies hair styling products  and One Wipe Charlies daily wipes, Dollar Shave Club brings to Unilever’s personal care category a unique male grooming perspective.  

“DSC couldn’t be happier to have the world’s most innovative and progressive consumer-product company in our corner. We have long admired Unilever’s purpose-driven business leadership and its category expertise is unmatched. We are excited to be part of the family,” said Michael Dubin, founder and CEO of Dollar Shave Club.  

Dubin will continue to serve as CEO of DSC, which reportedly has 3.2 million members.  

Since its founding in 2012, Dollar Shave has been chipping away at marketshare commanded by razor and grooming behemoth Gillette, which is owned by Procter & Gamble.  

According to sources, DSC’s subscription service had managed to grab as much as 8% of the $3 billion U.S. market for razors and blades.  

To compete, P&G created the Gillette Shave Club in 2014. Last year, Procter filed a patent lawsuit against Dollar Shave Club.  

Terms of the transaction were not disclosed. The deal is expected to close during the third quarter.