The British FMCG company Unilever has today signed an agreement to acquire US men’s personal care brand Dr. Squatch from growth equity firm Summit Partners.
The firm called it it a “complementary acquisition” and said it marked “another step in expanding Unilever’s portfolio towards premium and high-growth spaces.”
President of Unilever Personal Care Fabian Garcia commented: “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.”
Of the topic of the acquisition, CEO of Dr. Squatch, Josh Friedman, noted that the brand’s mission has been to inspire and educate men to be happier and healthier.
“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,” he said.
The terms of the deal have not been disclosed.
Culturally relevant brand
The Dr. Squatch brand itself is currently distributed through digital commerce, retail and direct-to-consumer channels, mainly in North America and Europe.
The brand follows a direct-to-consumer retail model and says that its range of soaps, body washes, deodorants, hair care, skin care, and other men’s grooming products use efficacious, natural ingredients in the formulations, with “unique scents and quality ingredients.”
With its viral, social-first marketing strategies, partnerships with influencers and celebrities, culturally relevant collaborations and limited-edition packs, the brand has driven impressive sales and amassed a huge and loyal following in a short space of time.
However all is not rosy, as in late 2024 the firm landed in hot water and faced legal action for ‘deceptive’ natural claims, based on the accusation that many of its ‘natural’ ingredients were actually synthetic.
In June, the brand was still getting caught up in controversy, this time sparking a backlash after announcing the launch of a limited-edition soap that it claimed was made with bathwater from the actress Sydney Sweeney.
Second acquisition for Unilever in 2025
This is the second acquisition for Unilever so far this year, and it appears that the multinational is choosing small brands that work with natural ingredients and have a sustainability mission, which have quickly amassed a strong and loyal community and customer base.
In April, Unilever acquired British refillable naturals brand, Wild, whose mission is “to remove single-use plastic from bathrooms.”
