Unilever announced it has signed an agreement to acquire personal care brand Dr. Squatch from growth equity firm Summit Partners. This acquisition marks a step towards expanding Unilever’s portfolio towards premium growth spaces.
Unilever Signs An Agreement To Acquire Personal Care Brand Dr. Squatch
Dr. Squatch has reached millions of people through its retail and direct-to-consumer model with natural, high-performance personal care products including natural soaps and body washes, deodorants, hair care, skin care, and other men’s grooming products with unique fragrances and quality ingredients.
The built-in-culture brand has grown to become 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 have helped to drive sales and grow a loyal consumer following on social media platforms.
“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,” said Fabian Garcia, President of 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.”
“I am incredibly proud of what the Dr. Squatch team has achieved,” said Josh Friedman, CEO of Dr. Squatch. “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. 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.”
Dr. Squatch is distributed through digital commerce, retail and direct-to-consumer channels, primarily in North America and Europe. 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.
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About Dr. Squatch
Dr. Squatch, a natural men’s soap and personal care company and one of the fastest-growing personal care companies in the USA. Dr. Squatch’s hero products include natural cold process bar soap, body wash, deodorant, hair care, lip balm, and cologne. Dr. Squatch’s mission is to inspire and educate men to be happier and healthier with natural, high-performance products that are crafted in the USA. Feel Like a Man, Smell Like a Champion!
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
