Dollar Shave Club CEO Michael Dubin is stepping down a decade after founding the upstart razor brand

• Michael Dubin, who founded Dollar Shave Club in 2011, is leaving the direct-to-consumer brand as its top executive.
• Jason Goldberger, the CEO of kitchen retailer Sur La Table, is set to take the reigns at the Unilever-owned brand starting Jan. 19, the company told Business Insider.
• Dollar Shave Club has been touted as one of the biggest direct-to-consumer success stories in personal care, challenging established players like Procter & Gamble's Gillette alongside Harry's and similar brands.

Dollar Shave Club CEO Michael Dubin will step down later this month after roughly a decade after he founded it, the company confirmed to Business Insider.

Dubin is set to leave the direct-to-consumer razor and personal care brand on January 19. His replacement will be Jason Goldberger, who currently serves as the CEO of Sur La Table.

Read more: Razor maker Harry's CEO explains why it's on the acquisition hunt and getting into cat food after its hopes of being acquired by Schick's parent company fell through

Goldberger has led Sur La Table through a bankruptcy spurred by the pandemic in recent months. The kitchen retailer reached a deal to emerge from bankruptcy in August, though with a smaller store footprint thanks to a drop-off in foot traffic at its physical stores.

Dubin will stay on as a special advisor and member of the Unilever-owned brand's board, according to a statement. He had previously told the board about his interest in moving on from Dollar Shave Club, but only after the company had found a replacement, Sunny Jain, president of Unilever Beauty and Personal Care, said.

"Jason is a proven leader and experienced CEO who has demonstrated a strong track record leading brands and driving growth and the business is on an exciting upward trajectory," Jain said in the statement. "I couldn't be more confident in the future of Dollar Shave Club than I am right now."

"Leading DSC has been the ride of a lifetime," Dubin said. "I'm filled with gratitude for the myriad of people who have helped make this such a special place and brand, and I'm excited to stay involved."

The CEO switch comes 10 years after Dubin founded Dollar Shave Club. Under his leadership, the company started marketing razors at a fraction of the price charged by established players such as Procter & Gamble's Gillette and Edgwell's Schick. Dubin himself appeared in early ads for the company, making an appeal for its cheaper razors.

His efforts led to Dollar Shave Club's sale to Unilever, announced in 2016. Several other razor startups, from Harry's to Billie, which makes razors for women, have also tapped into the market, though neither has successfully completed a deal with a larger player.