Unilever will acquire personal care brand Dr. Squatch from growth equity firm Summit Partners. A purchase price was not disclosed. This move expands Unilever’s portfolio toward premium and high growth spaces, according to Unilever.

Dr. Squatch reaches millions of people through its retail and direct-to-consumer model. Its natural, high-performance personal care products include natural soaps and bodywashes, deodorants, haircare and skincare formulas. All have unique scents and quality ingredients.

A Strong, Social-First Marketing Strategy

The built-in-culture brand grew into a highly engaging men’s personal care brand. Its viral social-first marketing strategies, partnerships with influencers and celebrities, and culturally-relevant collaborations with limited-edition packs helped drive sales and grow a loyal consumer following on social media platforms and beyond.

“I am thrilled to welcome Dr. Squatch into the Unilever family. Dr. Squatch built a solid foundation and loyal following with highly desirable products and clever digital engagement strategies,” said Fabian Garcia, president, 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.”

International Expansion

Dr. Squatch is distributed through digital commerce, retail and direct-to-consumer channels, primarily in North America and Europe. Dr. Squatch CEO Josh Friedman said he is incredibly proud of what the Dr. Squatch team has achieved thus far.

“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,” he noted. “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 highquality, natural products around the world.”