On June 23, global personal care leader Unilever announced that it has entered into an agreement to acquire Dr. Squatch, a U.S.-based men’s personal care brand known for its natural and high-quality products. The seller is Summit Partners, a U.S. growth equity firm. While the financial terms remain undisclosed, the transaction is expected to close later this year, subject to customary regulatory approvals and closing conditions.
A Culture-Driven Brand Loved by Gen Z
Founded in 2013, Dr. Squatch has made a name for itself in the niche of natural men’s grooming with its range of soaps, body washes, deodorants, hair care, and skincare products. The brand’s strong identity—rooted in nature-inspired ingredients and distinctive scents—has captured the attention of Gen Z and millennial consumers alike. Dr. Squatch’s viral, social-first marketing campaigns and D2C business model have redefined how male grooming brands can connect with younger audiences.
“Dr. Squatch has built a solid foundation and loyal following with highly desirable products and clever digital engagement strategies,” said Fabian Garcia, President of Unilever Personal Care. “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, commented: “Our mission at Dr. Squatch is to inspire and educate men to be happier and healthier, and we’re excited about our ability to amplify our brand and mission in this next chapter with Unilever. 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.”
While the brand remains rooted in digital commerce, its retail footprint is expanding across North America and Europe, with further global expansion and multi-channel distribution expected to drive continued momentum.
A Strategic Move in a Growing Market
Unilever’s acquisition of Dr. Squatch is emblematic of a broader trend in the rapidly growing men’s grooming and beauty market. According to research by Statista, the U.S. men’s personal care market reached approximately $13 billion in 2023 and is expected to grow at an annual rate of 6–8% through 2028. Meanwhile, McKinsey & Company’s The State of Fashion 2023 report highlights a growing awareness among Gen Z and millennial men around self-care and wellness, leading to increased demand for skincare, hair care, and deodorant products.
While Unilever has already established a strong presence in the men’s category through brands like Axe and Dove Men+Care, the addition of a culturally resonant and emotionally engaging brand like Dr. Squatch marks a clear step toward strengthening its portfolio to better reflect modern values and evolving consumer expectations. Against this backdrop, the acquisition represents a highly strategic move that enhances Unilever’s competitive advantage in the men’s personal care space and unlocks new opportunities for synergy across its existing brand ecosystem.
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