The acquisition strengthens Unilever’s premium personal care portfolio with a high-growth, culturally resonant brand.
Unilever has announced that it has signed an agreement to acquire Dr. Squatch, a leading men’s personal care brand, from growth equity firm Summit Partners. The move marks another strategic step in Unilever’s ongoing effort to expand its portfolio into premium and high-growth categories.
Dr. Squatch is best known for its natural, high-performance grooming products-including soaps, deodorants, shampoos, conditioners, body washes, and skin care essentials-crafted with unique scents and quality ingredients. The brand has built a loyal consumer base through a retail and direct-to-consumer (DTC) model and is widely recognised for its nature-inspired branding and rugged product aesthetic.
With a strong cultural identity, Dr. Squatch has established itself as a highly engaging player in the men’s personal care market. Its social-first marketing, viral influencer collaborations, and limited-edition cultural tie-ins have helped it achieve widespread recognition and consumer loyalty, particularly among younger demographics on digital platforms.
Fabian Garcia, President of Unilever Personal Care, commented:
“I am thrilled to welcome Dr. Squatch into the Unilever family. The brand has built a strong foundation of loyal fans through clever digital strategies and outstanding product quality. We look forward to expanding Dr. Squatch internationally and enhancing our presence in the fast-growing men’s personal care segment.”
Josh Friedman, CEO of Dr. Squatch, added:
“I’m incredibly proud of what our team has accomplished. Our mission has always been to inspire and educate men to live healthier, happier lives. Partnering with Unilever opens an exciting new chapter where we can scale globally, reach new audiences, and deepen our impact while staying true to our values and product quality.”
Currently, Dr. Squatch is distributed primarily across North America and Europe via digital commerce, retail partnerships, and DTC channels.
The terms of the deal were not disclosed. The transaction is expected to close later this year, subject to customary regulatory approvals and closing conditions.
