It started with a massive pile of razors sitting in a Rancho Cucomonga warehouse, and Michael Dubin’s chance meeting of the man who wanted to get rid of them.
In 2010, Michael was working in marketing in Los Angeles, producing online video content. As a hobby, Michael took improv comedy classes.
At a holiday party, he met a man named Mark Levine. Mark was looking for ideas to sell razors he had imported, but didn’t know how to unload.
Michael’s background in video and comedy helped him create a viral launch video for his spontaneous idea: an internet razor subscription brand called Dollar Shave Club.
Five years after launching, Dollar Shave Club sold to consumer products behemoth Unilever for a reported $1 billion in cash.
This episode was recorded in front of a live audience in Los Angeles.
What you’ll learn:
- How Michael’s early career at NBC in New York exposed him to a world of video production - and comedy
- The fateful party where Michael had to decide whether to start a company to sell razors - or to sell cake slicers
- How Michael’s gut feeling was that shaving was a sector that could use disruption - even though it meant facing down daunting incumbent players like Gillette
- Michael’s viral launch video was so good, it brought investors on board
- How to DIY fulfillment to keep an overnight success on track
- How expanding their offerings into other men’s grooming products caught the attention of Unilever and led to an acquisition offer
Listen now to hear the amazing backstory of one of the best-known early DTC brands.
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This episode was produced by Casey Herman with music composed by Ramtin Arablouei.
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