Unilever to Acquire Men’s Grooming Brand Dr. Squatch
Unilever is set to add personal care brand Dr. Squatch to its portfolio.
The company has entered into an agreement to purchase the brand from growth equity firm Summit Partners. This moves the needle in Unilever’s effort to grow in premium spaces.
Earlier this year, the company added digitally native personal care brand Wild to its portfolio as part of the ongoing optimization strategy within its Growth Action Plan 2030, focusing on investing more heavily in four core areas: Beauty & Wellness, Personal Care, Home Care and Nutrition.
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More About the Transaction
Dr. Squatch was launched in 2013 by founder and CEO Jack Haldrup. Its products, which include soaps, body washes, deodorants, hair care, skin care and other men’s grooming offerings, are sold in retail stores such as Walmart, Target, CVS and Kroger, primarily in North America and Europe, and can also be purchased via direct-to-consumer and social commerce channels.
Unilever selected the brand in part for its strong brand culture and viral, social media-focused marketing with influencer- and celebrity-driven growth.
“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’s personal care category, in a statement.
She added that the company would be building on the brand’s success in the U.S. to scale internationally and complement Unilever’s existing men's personal care offerings.
The deal is expected to finalize later this year.
