Unilever has reportedly acquired Dr. Squatch, a fast-rising U.S. men’s personal care brand, for about $1.5 billion, according to multiple reports. The British FMCG giant first announced in June that it had signed an agreement to buy Dr. Squatch from private equity firm Summit Partners.

With this deal, Unilever is doubling down on its push into high-growth, natural personal care. The company wants to expand its reach in men’s grooming while reshaping its portfolio by offloading some of its food brands.

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Fabian Garcia, president of Unilever Personal Care, welcomed the new addition. He praised Dr. Squatch for its loyal customers and smart digital tactics. “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,” Fabian said.

Founded in 2013, Dr. Squatch has become one of the top direct-to-consumer grooming brands for men in the U.S. The company is known for its natural soaps, deodorants, hair care, and skincare products. It is also known for its viral marketing stunts, including quirky collaborations like a “bathwater” soap inspired by Sydney Sweeney.

While Unilever did not disclose the deal’s financial details, the Financial Times has valued the acquisition at about $1.5 billion. The company said the move fits its wider plan to grow in premium, fast-expanding segments and capture new, younger consumers looking for natural alternatives.

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