Unilever to acquire Dr. Squatch in premium care push

Unilever to acquire Dr. Squatch, expanding its premium personal care portfolio and strengthening its position in digital-first, male grooming markets

[dropcap]U[/dropcap]nilever to acquire Dr. Squatch, a fast-growing US-based men’s personal care company, as part of its strategic move to expand in the premium grooming segment and deepen its digital marketing footprint.

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Known for its bold branding and direct-to-consumer business model, Dr. Squatch has experienced notable success by engaging younger male consumers through social media, limited-edition product drops, and pop culture tie-ins.

Although financial terms of the deal have not been disclosed, industry analysts say the brand has posted strong revenue growth in recent years.

Founded as a digital-first venture, Dr. Squatch built a loyal following through humorous campaigns, influencer partnerships, and strong storytelling.

Its e-commerce-led infrastructure and presence in major retail outlets position it as a valuable asset for Unilever’s evolving personal care strategy.

We’re excited to scale the brand internationally.

The acquisition aligns with Unilever’s ambition to accelerate growth in the premium and natural grooming category while leveraging social-led brand development.

CEO Fernando Fernandez has previously announced plans to channel half of Unilever’s advertising spend into social media and strengthen influencer marketing—an approach closely aligned with Dr. Squatch’s formula for success.

“Dr. Squatch has built a loyal following through clever engagement strategies and distinctive products,” said Fabian Garcia, President of Unilever Personal Care. “We’re excited to scale the brand internationally.”

Josh Friedman, CEO of Dr. Squatch, said the deal would amplify the company’s mission to “make men happier and healthier” while opening new distribution opportunities across global markets.

Pending regulatory approvals, the transaction is expected to close later this year.

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Once completed, the deal will reinforce Unilever’s position in the men’s grooming space and provide a new growth engine within its personal care portfolio.