Unilever Dr. Squatch Acquisition Marks Bold Expansion in Men’s Grooming

Unilever continues expanding its personal care portfolio with the strategic Unilever Dr. Squatch Acquisition, targeting growth in the men’s grooming segment.

Following its purchase of Wild, Unilever announced an agreement to acquire Dr. Squatch from private equity firm Summit Partners.

Founded in 2013 by Jack Haldrup, Dr. Squatch started with handmade soaps and has since grown into a powerhouse grooming brand.

Dr. Squatch’s Strong Brand Identity Appeals to Modern Male Consumers

Known for its natural formulations and witty digital marketing, Dr. Squatch has cultivated a devoted fan base across North America and Europe.

Its product line includes deodorants, colognes, hair care, and soaps that emphasize clean ingredients and masculine branding with a humorous tone.

Dr. Squatch’s recent campaigns featured celebrities like Sydney Sweeney and Nick Cannon, along with a widely viewed Super Bowl advertisement.

The Unilever Dr. Squatch Acquisition highlights the conglomerate’s intent to dominate fast-growing men’s care categories using trend-forward, digitally native brands.

Unilever’s Ambition to Scale and Globalize the Brand

Fabian Garcia, Unilever Personal Care president, expressed excitement about scaling Dr. Squatch’s reach and expanding internationally with strong digital capabilities.

Josh Friedman, Dr. Squatch CEO, emphasized that the deal will elevate the brand’s mission to educate men about better self-care.

He reiterated their goal to connect with more consumers seeking natural, high-quality personal care through international expansion and multi-channel distribution.

Currently, Dr. Squatch generates over $400 million in annual sales, mainly via direct-to-consumer, digital commerce, and retail platforms.

Although exact deal terms remain undisclosed, the brand’s valuation reportedly approached $2 billion during sale exploration.

Portfolio Reshaping Amid Strategic Divestments

While acquiring new brands like Wild and Dr. Squatch, Unilever is also trimming its portfolio by shedding underperforming legacy brands.

It shut down Ren Clean Skincare in May and previously divested brands like Ponds, Caress, and Q-tips through Yellow Wood Partners.

CEO Fernando Fernandez is focused on building a leaner, more profitable company that adapts quickly to changing consumer preferences.

The Unilever Dr. Squatch Acquisition serves as a powerful move aligning with these modernization and market leadership goals.

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