Unilever has recognized the value of an inexpensive grooming option—and a time-saving, convenient subscription service—signing an agreement to purchase Dollar Shave Club (DSC). Founded in 2012 and headquartered in Venice, CA, Dollar Shave Club has grown into a full male grooming business that has transformed the shaving category via its lifestyle brand with 3.2 million members. In 2015, DSC had turnover of $152 million and is expected to exceed $200 million in 2016.

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 adds a unique male grooming perspective to Unilever’s personal care category—and may give P&G a run for their money.

Michael Dubin, founder and CEO of Dollar Shave Club, will continue to serve as CEO of DSC.