Unilever is Acquiring Men's Body Care Upstart Dr. Squatch

Dr. Squatch, a disruptor of men's care, is being acquired by Unilever. Terms of the deal were not disclosed.

The brand, which markets natural and scent-forward soaps and body washes, deodorants, hair care, skin care, and other men’s grooming products, retails at Walmart and Costco, but has notably built a strong direct-to-consumer business.

Its distribution currently spans North America and Europe. A partnership with Unilever is likely to support global growth. 

The move comes amid a time of uncertainty for acquisitions in beauty and personal care and follows high-profile deals such as e.l.f. Beauty's purchase of Rhode for about $1 billion.

In announcing the acquisition, Unilever cited a range of Dr. Squatch's unique brand elements:

• Engaging men’s personal care brand with a built-in-culture approach  
• Viral, social-first marketing strategies that capture attention  
• Influencer and celebrity partnerships to expand reach  
• Culturally-relevant collaborations featuring limited-edition packs  
• Loyal consumer following built through impactful social media presence

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.”