Unilever to Expand Global Reach by Acquiring Natural Men’s Care Brand Dr Squatch

Unilever to Expand Global Reach by Acquiring Natural Men’s Care Brand Dr Squatch

(IN BRIEF) Unilever will acquire Dr. Squatch from Summit Partners to strengthen its footprint in the fast-growing premium men’s grooming sector. Dr. Squatch, known for its natural soaps, body washes, hair care, deodorants, and colognes, has built a robust direct-to-consumer and retail presence. The brand’s engaging, social-first marketing and influencer collaborations have driven rapid customer loyalty and growth. Unilever plans to leverage Dr. Squatch’s strong foundation and digital expertise to expand the brand globally. The acquisition, terms undisclosed, is expected to close later this year after regulatory approval.

(PRESS RELEASE) LONDON, 23-Jun-2025 — /EuropaWire/ — Unilever has entered into an agreement to purchase Dr. Squatch, the premium men’s personal care brand, from growth equity firm Summit Partners. This strategic move reinforces Unilever’s ambition to broaden its presence in high-growth, premium segments of the personal care market.

Dr. Squatch, celebrated for its natural grooming essentials—ranging from cold-process bar soaps and body washes to shampoos, conditioners, deodorants, and colognes—is distinguished by its rustic, nature-inspired branding, often showcased against backdrops of logs, grass, mountains, and open skies. The brand has captivated millions through a hybrid retail and direct-to-consumer approach, leveraging high-quality ingredients and unique scent profiles.

Central to Dr. Squatch’s rapid ascent is its “culture-first” ethos. Viral social media campaigns, partnerships with influencers and celebrities, and limited-edition product collaborations have fueled both sales growth and an engaged, loyal following across digital platforms.

Fabian Garcia, President of Unilever Personal Care, commented, “Welcoming Dr. Squatch into our portfolio is an exciting milestone. The brand’s strong consumer connections and innovative digital marketing perfectly complement our objectives in the men’s grooming space. We look forward to scaling Dr. Squatch internationally and enriching our premium personal care offerings.”

Josh Friedman, CEO of Dr. Squatch, added, “Our team has built something extraordinary by inspiring men to live happier, healthier lives with natural, performance-driven products. Partnering with Unilever opens the door to global expansion and amplifies our mission—this is only the beginning for Dr. Squatch.”

Dr. Squatch’s products are currently available via e-commerce, retail outlets, and direct-to-consumer channels across North America and Europe. Financial terms of the acquisition remain confidential. The deal is scheduled to finalize later this year, pending standard regulatory clearances and customary closing requirements.

SOURCE: UNILEVER