Unilever has announced it has signed an agreement to acquire Dr. Squatch, a men’s personal care brand known for its natural, high-performance grooming products. The brand is currently backed by growth equity firm Summit Partners.
The acquisition represents another step in Unilever’s strategy to expand its portfolio within premium and high-growth segments of the personal care market, particularly in the fast-growing men’s grooming category.
Dr. Squatch offers a wide range of products including soaps, body washes, deodorants, and hair and skincare items. It has gained a strong consumer following, particularly in North America and Europe, through its direct-to-consumer and digital commerce channels, as well as through retail partnerships.
Founded with a focus on natural ingredients and distinctive scents, Dr. Squatch has built a strong brand identity and consumer engagement through its social-first marketing approach. The company’s use of influencer partnerships, celebrity collaborations, and limited-edition collections has contributed to its rapid growth and popularity.
Fabian Garcia, President of Unilever Personal Care, commented:
“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, added:
“I am incredibly proud of what the Dr. Squatch team has achieved thus far. Our mission 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.”
