Unilever plans to acquire Dr. Squatch, a men’s personal care company based in the United States.
The brand, known for its strong digital presence and direct-to-consumer approach, has experienced rapid growth in recent years.
Although the companies have not publicly disclosed financial terms, Dr. Squatch has reportedly generated significant revenue by focusing on online engagement and product innovation.
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Dr. Squatch launched as a digital-first venture and gained momentum among younger male consumers by executing bold marketing campaigns, leveraging pop culture tie-ins, and releasing a steady stream of limited-edition products. The brand creatively used social platforms to cultivate a dedicated audience.
The acquisition supports Unilever’s broader ambition to expand its presence in the premium personal care segment and to engage more deeply with social-led marketing trends. Dr. Squatch contributes strategic value to Unilever’s portfolio with its existing e-commerce infrastructure and its retail distribution network that spans major physical and digital outlets.
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Unilever CEO Fernando Fernandez previously outlined a vision to allocate half of the company’s advertising budget to social media and to strengthen influencer collaborations—a strategy that mirrors Dr. Squatch’s growth playbook.
Dr. Squatch CEO Josh Friedman said the partnership will help “amplify the brand’s mission to make men happier and healthier” while opening access to new markets.
Fabian Garcia, President of Unilever Personal Care, said: “Dr. Squatch has built a loyal following through clever engagement strategies and distinctive products. We’re excited to scale the brand internationally.”
The companies expect to close the deal later this year, pending regulatory approvals.
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