Unilever to acquire Dr. Squatch, a fast-growing men’s grooming brand known for natural soaps, deodorants, and personal care products. The company signed a deal to purchase Dr. Squatch from equity investor Summit Partners. The deal is expected to close later this year, subject to regulatory approvals.
Dr. Squatch sells high-performance men’s grooming products including bar soap, body wash, deodorant, shampoo, conditioner, and cologne. All products are made using natural ingredients. The brand is known for its unique scents and strong appeal among younger male consumers.
Founded in the U.S., Dr. Squatch has built a large customer base across North America and Europe. It operates through digital commerce, retail, and direct-to-consumer platforms. Its strong social media presence and influencer campaigns have helped the brand scale rapidly without traditional advertising.
Growth In Premium Men’s Personal Care
The acquisition supports Unilever’s strategy to expand in high-growth and premium segments of personal care. By adding Dr. Squatch, Unilever gains a brand that has performed strongly in online sales and digital-first marketing.
Dr. Squatch uses a social-first approach to reach its audience. Limited-edition packs, celebrity partnerships, and viral marketing have helped it grow a loyal customer base. The brand has been especially effective in building engagement through video campaigns and creative product drops.
The business was backed by Summit Partners, a global growth equity firm that invests in technology, healthcare, and consumer brands. No financial terms were disclosed.
Unilever plans to scale the Dr. Squatch brand internationally. The company said the acquisition aligns with its aim to grow in the men’s personal care segment through premium and natural product offerings. Dr. Squatch’s position in this category gives Unilever access to a new group of loyal customers.
The brand’s existing products are expected to remain available under the Dr. Squatch name. Unilever has not shared integration plans or leadership changes. However, the company confirmed that the brand’s identity and channel mix will continue as part of its wider portfolio.
Dr. Squatch is one of the fastest-growing men’s personal care companies in the U.S. Its signature product is the natural cold process bar soap. Other products include hair care, lip balm, and cologne, all formulated with natural ingredients and manufactured in the U.S.
It is heavily concentrated in North America as well as in chosen European countries. The new shareholders can turn on to new markets using the retail and logistics chain of Unilever.
The success of Dr. Squatch can be attributed to the changes in buying trends among consumers to clean-label, high-quality grooming goods. This acquisition further increases the number of digitally active, trend-oriented brands on Unilever global platform.
Summit Partners has supported more than 550 companies globally. Over 250 of those businesses have gone through strategic sales or mergers. Dr. Squatch now joins that list with this confirmed exit.
Unilever to acquire Dr. Squatch marks another step in the company’s plan to expand its personal care category with high-growth, consumer-led brands.
