Yesterday, Unilever has announced its acquisition of natural personal care brand Dr. Squatch from private equity firm Summit Partners, further strengthening its presence in the fast-growing men’s grooming market. While financial terms of the deal were not disclosed, industry sources suggest that Dr. Squatch generates annual sales exceeding $400 million.
Founded in 2013 in San Diego, Dr. Squatch has carved out a niche with its distinctive branding, natural formulations, and bold marketing stunts. Known for playful collaborations — such as with Spongebob Squarepants — and viral campaigns, the brand recently made headlines with a limited-edition soap purportedly made using bathwater from actress and brand ambassador Sydney Sweeney. Its core offerings include $7 bar soaps and $13 deodorants, sold both direct-to-consumer online and through major retailers like Walmart, Target, and Boots in the UK.
Fabian Garcia, president of Unilever’s personal care division, praised Dr. Squatch’s strong digital presence in the U.S. market and confirmed plans to scale the brand internationally. “We see significant potential to grow Dr. Squatch globally by leveraging our expertise and global footprint,” Garcia said.
The acquisition follows Unilever’s recent purchase of the UK-based refillable deodorant brand Wild in April, signaling a continued push into sustainability-focused and digitally native brands. Dr. Squatch CEO Josh Friedman expressed enthusiasm about the deal, stating, “We’re thrilled to leverage Unilever’s infrastructure to positively connect with more consumers seeking high-quality, natural products around the world.”
