Uniliver set to acquire Dr. Squatch from Summit Partners
The terms of the deal are not yet disclosed.
USA – Unilever has announced its intention to acquire Dr. Squatch, a U.S.-based men’s personal care brand from Summit Partners, an American investment firm.
According to Unilever, this acquisition marks a strategic move by Unilever to deepen its presence in the premium and high-growth men’s personal care segment.
However, the terms of the deal are not yet disclosed.
Founded in 2013, Dr. Squatch has cultivated a loyal following through its direct-to-consumer model and distinctive brand identity.
The company’s portfolio includes natural soaps, deodorants, hair care products, and skincare products, all crafted with unique scents and high-quality ingredients.
The acquisition aligns with Unilever’s broader ambition to modernize its portfolio and capture emerging consumer trends, particularly among Gen Z men who value authenticity, natural ingredients, and digital engagement.
Fabian Garcia, President of Unilever Personal Care, stated, “I am thrilled to welcome Dr. Squatch into the Unilever family. 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.”
The success of Dr. Squatch has been fueled by a savvy digital-first strategy, leveraging influencer partnerships, culturally resonant collaborations, and bold advertising campaigns, such as its headline-grabbing limited-edition soap infused with actress Sydney Sweeney’s bathwater.
This announcement follows Unilever’s recent acquisition of Wild, a refillable personal care brand based in the UK.
The acquisition aligns with Unilever’s Growth Action Plan 2030, which focuses on expanding into premium and sustainable markets.
Similarly, the terms of the deal were not disclosed.
Wild specializes in natural and refillable personal care products, including deodorants, lip balms, body washes, and hand washes.
All its products are formulated with plant-based ingredients and come in plastic-free packaging, reinforcing its commitment to eliminating single-use plastic.
Meanwhile, Dr. Squatch has expanded its SpongeBob partnership with a new Patrick Star-Inspired Soap, marking a strategic extension of its collaboration with Nickelodeon.
The limited-edition bar, dubbed Sea Star Shenanigans, joins the returning Nautical Nonsense variant in a summer 2025 relaunch.
Sea Star Shenanigans is formulated with a tropical fragrance blend of guava, pink pineapple, and peach, designed to evoke the carefree spirit of Patrick Star.
According to Dr. Squatch, the bar features natural exfoliants, such as sand and kaolin clay, to gently remove dead skin and absorb excess oil, while starfruit extract provides a soothing, skin-refreshing finish.
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