Unilever to Acquire Dr. Squatch

Unilever has signed an agreement to acquire Dr. Squatch, one of the fastest-growing men’s personal care brands in the US, from private equity firm Summit Partners. The financial terms of the deal have not been disclosed.

The acquisition strengthens Unilever’s position in the premium grooming category and supports its strategy to expand in high-growth markets.

Founded in the US, Dr. Squatch is known for its natural, high-performance personal care products, including soaps, deodorants, body washes, hair care, and skincare. Since its launch, the brand has committed to using quality ingredients and distinctive scents that appeal to health-conscious and ingredient-aware consumers. With a focus on transparency and lifestyle alignment, Dr. Squatch has cultivated a brand identity that resonates deeply with modern male audiences.

The brand’s rapid rise has been fuelled by a strong direct-to-consumer model, bolstered by viral marketing campaigns, influencer-led storytelling, and limited-edition collaborations, including recent partnerships with Minecraft and SpongeBob SquarePants. The brand has also expanded across both retail and digital channels in North America and Europe, highlighting its increasing popularity and cultural relevance.

“I am thrilled to welcome Dr. Squatch into the Unilever family,” said Fabian Garcia, President of Unilever Personal Care. “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.”

Josh Friedman, CEO of Dr. Squatch, echoed the brand’s ambitions for expansion: “We’re just getting started at Dr. Squatch, and we are thrilled about the opportunity to advance the brand’s scale, reach new heights internationally, and entertain and positively connect with more consumers seeking high-quality, natural products around the world.”

The transaction is expected to close later this year, subject to customary regulatory approvals.