Procter & Gamble-owned Gillette is set to launch a collection of low-price razors in a bid to regain market share lost to competitors such as the Dollar Shave Club, according to a report published by Fox News.

The men’s grooming brand has seen its share of the US razor market dive 11 percent over the last two years as cheaper subscription services grow in popularity, according to data published by Macquarie Research.

The brand is now hoping to capture cost-conscious customers with a collection of disposable razors priced at under US$10. Gillette3, Gillette5 and Sensor3 Cool will hit shelves in January.