Men’s grooming company wants a cut of the growing women’s market

A popular men’s grooming company known for its no-nonsense value ads is targeting the $70 billion U.S. women’s market. Dollar Shave Club, based in North Carolina, has launched a line of razors, handles and shave moisturizers in its first push into the women’s grooming market. As with its male-oriented products, products are prized between $5 and $10. "For over a decade, we've cut out the unnecessary fluff that's been upsold to dudes. Now, we're excited to be doing the exact same thing for women," CEO Larry Bodner said. Dollar Shave Club’s men’s products are aimed at facial care, while its women’s line focuses on body shaving. The women’s grooming market has an annual growth rate of nearly 7%.