Consumer goods giant Unilever has announced an agreement to acquire Dr. Squatch, a U.S.-based men’s personal care brand known for its viral digital campaigns and direct-to-consumer (DTC) sales model. The acquisition, from private equity firm Summit Partners, is expected to close later this year, pending regulatory approvals.
While the financial terms were not disclosed, industry reports suggest the deal could value Dr. Squatch at up to $2 billion. The brand is on track to surpass $400 million in revenue this year.
Founded in 2013, Dr. Squatch has built a strong following among millennial and Gen Z consumers through a blend of humour-driven content, celebrity partnerships, and limited-edition releases. Campaigns featuring high-profile figures such as Sydney Sweeney and Nick Cannon, as well as collaborations with pop culture icons like SpongeBob SquarePants, have helped the brand cultivate a cult-like online presence.
Dr. Squatch’s product lineup includes soaps, shampoos, and lotions made with natural ingredients. Originally launched as an e-commerce brand, it has expanded into major retailers such as Walmart, Target, and the UK’s Boots.
Unilever said the acquisition supports its strategy to grow in the premium personal care space and strengthen its digital marketing capabilities. Fabian Garcia, President of Unilever Personal Care, praised Dr. Squatch’s “clever engagement strategies” and expressed confidence in the brand’s potential for international growth.
“Building on its success in the U.S., we are excited to scale the brand internationally and complement our offering in the fast-growing men’s personal care segment,” Garcia said.
The deal also marks a return to the DTC market for Unilever, which previously acquired Dollar Shave Club in 2016 for $1 billion before selling a majority stake in 2023. Dr. Squatch offers Unilever valuable first-party consumer data and a proven DTC infrastructure, both of which are increasingly important as marketers shift towards personalisation and influencer-led campaigns.
Under CEO Fernando Fernandez, Unilever is aiming to modernise its portfolio by focusing on high-growth, premium segments and boosting investment in social media. The company has committed to directing half of its advertising budget toward social platforms and expanding influencer collaborations, an approach that aligns closely with Dr. Squatch’s marketing playbook.
Dr. Squatch CEO Josh Friedman welcomed the acquisition, stating it would amplify the brand’s mission “to make men happier and healthier” and enable it to reach new markets globally.