LONDON — Unilever announced today that it has entered into an agreement to acquire Dr. Squatch, a leading U.S.-based natural men’s personal care brand, from growth equity firm Summit Partners. The acquisition is part of Unilever’s strategy to strengthen its presence in high-growth, premium personal care categories and expand its men's grooming space offerings.
Founded with a mission to provide natural, high-performance products for men, Dr. Squatch has rapidly developed into one of the most recognized men’s grooming brands in North America. Known for its distinctive scents, natural ingredients, and signature bar soaps, the brand has built a cult-like following through a direct-to-consumer model, viral marketing campaigns, and influencer partnerships. Its product line includes soaps, body washes, deodorants, shampoos, conditioners, skincare, and other grooming essentials tailored to men.
The brand’s growth has been driven by creative, social-first marketing strategies that combine humor, pop culture, and product education. These strategies have resulted in massive engagement across YouTube, TikTok, and Instagram. Limited-edition collaborations and celebrity endorsements have helped elevate Dr. Squatch to become one of the most culturally relevant brands in the personal care category.
Fabian Garcia, President of Unilever Personal Care said: “I am thrilled to welcome Dr. Squatch into the Unilever family. Dr. Squatch has built a solid foundation and loyal following with highly desirable products and clever digital engagement strategies. Building on its success in the US, we are excited to scale the brand internationally and complement our offering in the fast-growing men’s personal care segment.”
Josh Friedman, CEO of Dr. Squatch said: “I am incredibly proud of what the Dr. Squatch team has achieved thus far. Our mission at Dr. Squatch is to inspire and educate men to be happier and healthier, and we’re excited about our ability to amplify our brand and mission in this next chapter with Unilever. We’re just getting started at Dr. Squatch, and we are thrilled about the opportunity to advance the brand’s scale, reach new heights internationally, and entertain and positively connect with more consumers seeking high-quality, natural products around the world.”
Dr. Squatch is currently distributed through digital commerce, direct-to-consumer channels, and select retail partners across North America and Europe. Unilever intends to build on that footprint by leveraging its global scale, retail relationships, and R&D capabilities to accelerate the brand's expansion into new markets.
While financial terms of the deal were not disclosed, the transaction is expected to close later this year, subject to customary regulatory approvals and closing conditions.
