Unilever has announced the acquisition of Dr. Squatch, one of the fastest-growing independent men's personal care brands in the United States, known for its natural approach, irreverent language, and direct connection with a loyal community. Founded in 2013, Dr. Squatch has positioned itself as a pioneering brand in redefining men's hygiene through products free of harsh synthetic ingredients, formulated with natural actives, and presented with a narrative that challenges the conventional. With a catalog that includes soaps, shampoos, deodorants, and conditioners, the brand has been able to connect with millennial and Gen Z consumers through a digital-first strategy and viral campaigns that combine humor, authenticity, and purpose.
The operation is part of Unilever's 'Growth Action 2030' strategy, focused on scaling premium brands with strong digital traction and global potential. Dr. Squatch, which operates with an omnichannel model combining direct-to-consumer sales with a presence in retailers such as Walmart, represents a key opportunity to consolidate Unilever's presence in the natural male grooming segment, increasingly demanded by consumers looking for effectiveness without sacrificing transparency or values. Fabian Garcia, president of Unilever's Personal Care division, highlighted that Dr. Squatch "offers highly desirable products with an extraordinarily effective digital brand strategy," while Josh Friedman, CEO of the brand, celebrated the opportunity to "amplify our mission to inspire and educate men to be happier and healthier" through a global network.
The agreement, which is subject to the corresponding regulatory approvals and is expected to close by the end of 2025, not only reinforces Unilever's commitment to the DTC channel, following in the footsteps of acquisitions such as Dollar Shave Club, but also represents a step towards a new generation of personal care brands built from authenticity, community, and clean innovation.