Dollar Shave Club
Dollar
Shave
Club
Transforming
everyday grooming
Transforming everyday grooming
VP, Design
VP, Design
Establishing a complete grooming brand
Establishing a complete grooming brand
Product Lines
5
Members
3.2m
Acquired
1B
Revenue
225m
Physical Product
Digital Product
Brand
Motion
Design Ops
Editorial Content
Industrial Design
Brand Design
Product Design
UX Research
Creative
Content
Design Ops
Series C
Acquired
Dollar Shave Club's mission is to help men take care of themselves by providing high‑quality personal care products for the bathroom and beyond.
I joined the Silicon Beach startup to expand our offerings and reach customers beyond razors. As head of design, I led initiatives across physical products, digital platforms, and brand development, growing the end‑to‑end practice from Series C through acquisition.
Product Lines
5
Members
3.2m
Acquired
1B
Revenue
225m
Physical Product
Digital Product
Brand
Motion
Design Ops
Editorial Content
Series C
Acquired
We transformed a limited selection of products into a diverse portfolio of personal care lines and accessories, supported by an enhanced suite of digital products, including a revamped website, mobile apps, content platforms, and member service tools.
Recognized as the top US disruptor in Siegel+Gale’s Simplicity Index for two consecutive years, we prioritized effortless usability and high‑quality execution, infused with originality, to create a consistently compelling and customer‑centric experience.
Physical
Product
Brand new grooming lines, starter kits, gift sets, and a toiletry bag were designed from the ground up — consistently receiving high customer reviews and ratings.
Starting with a unique product identity and finishing with the complete packaging system, we built in cross-category brand cohesion while keeping a balanced eye on cost-effective methods and materials.
The members’ monthly magazine, Bathroom Minutes, was revamped to support the broader grooming story and a growing circulation base in the millions.
Dr. Carver’s
Shaving line with renewed identity
Big Cloud
Skin protection line for face, hands, lips
Boogie's
Hair styling line
Wanderer
Cleansing line for hair, face, body
Trial Kit
Bundled set of miniatures
Bathroom Minutes
Monthly members' magazine
Starter Kit
Available exclusively at select hotels
Traveler
Patented toiletry bag with razor sheath
Digital
Product
We transformed the dotcom into a mobile‑focused and responsive, e‑commerce, experience: optimizing razor sign‑ups while showcasing an increasing grooming product selection and original content area to engage minds.
Native apps for iOS and Android launched to bring newfound touchpoints and a seamless interface to the Club.
Across platforms, features were iteratively shipped and tested to ensure an enhanced, intuitive, and stable visit for members and guests alike.
DollarShaveClub.com
Sign-up flow and order management system
DollarShaveClub.com
Sign‑up flow and order management system
Storefront
Grooming products overview
Product Pages
Benefits, reviews, usage, ingredients
Boogie's Match
Hair styling product guide
Gift the Club
Gift sets and cards
iOS app
Best New Lifestyle App
Original Content
Editorial platform
Brain
Customer service platform
Brand
Identity
DSC’s design language centers on an inviting sense of place — familiar with honest materials, warm tones, and unexpected wrinkles of fun and whimsy.
We honed brand architecture, evolved and modernized style for consumers, and managed corporate identity for HQ and employees.
No BS Guide
Brand, tone, style guidelines
Lookbook
Product catalog
Product Art
3D, illustration, animation
Product Photography
App
Editorial Art
Guidelines
Pop-up Cart
@thegrovela
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