In a bold move to expand its footprint in the men’s personal care space, consumer goods giant Unilever has acquired cult-favorite grooming brand Dr. Squatch in a deal reportedly valued at $1.5 billion. While Unilever has chosen not to officially confirm the transaction figure, the Financial Times cited insiders familiar with the deal.
The acquisition brings Dr. Squatch—a digital-first, brand-savvy player known for its natural bar soaps, deodorants, colognes, and grooming products—under the same umbrella as Unilever’s legacy male grooming labels such as Axeand Dove Men+Care.
From Niche to Mass Appeal
Founded in 2013 by Jack Haldrup, Dr. Squatch began as a direct-to-consumer bar soap brand catering specifically to men looking for natural, no-nonsense grooming products. It quickly scaled into a full-fledged men’s care platform with a devoted customer base, thanks to smart branding, viral digital ads, and a unique brand voice centered around rugged self-care.
Now, with support from Summit Partners, a private equity firm that has backed the brand since its earlier stages, Dr. Squatch has expanded into retail shelves and diversified its product offerings. The brand’s positioning—earthy, irreverent, and unapologetically masculine—has made it a standout in a traditionally sterile category.
Why It Matters
Unilever’s acquisition of Dr. Squatch isn’t just about soap—it’s about capturing a new generation of male consumerswho value authenticity, sustainability, and direct engagement. With an increasing number of Gen Z and Millennial men investing in personal care products, this deal signals a shift in how major FMCG players are thinking about brand relevance.
For Unilever, it also presents a significant opportunity to take a U.S.-born, digital-native brand global. The company said it plans to leverage its international distribution strength to scale Dr. Squatch into new markets, integrating it into a broader portfolio strategy that emphasizes high-growth, purpose-led brands.
A Rising Trend in Grooming Consolidation
The move follows a broader trend of legacy corporations acquiring cult-favorite DTC brands to inject innovation and youthful relevance into their portfolios. By acquiring digitally agile companies like Dr. Squatch, conglomerates are effectively fast-tracking their evolution in the increasingly competitive personal care sector.
With male grooming evolving into a multi-billion dollar industry shaped by identity, health-consciousness, and online communities, Dr. Squatch’s playful yet potent brand equity could prove to be a major asset in Unilever’s long-term strategy.
Unilever’s Dr. Squatch buyout is more than just a business deal—it’s a statement. As the personal care landscape transforms, brands that combine digital storytelling, clean ingredients, and cult-like followings are becoming billion-dollar opportunities. Unilever’s next big win might just smell like pine tar and masculinity.
