Unilever Acquires Men’s Grooming Brand Dr Squatch

Unilever Dr Squatch Acquisition Expands Men’s Grooming Portfolio

A Big Move in the Personal Care Industry

Unilever has announced the Unilever Dr Squatch acquisition, strengthening its position in the premium men’s grooming market. This move reflects Unilever’s commitment to expanding its high-end personal care portfolio.

The deal, for an undisclosed amount, is set to close in the second half of this year. With this acquisition, Unilever continues its strategy to invest in fast-growing and innovative brands.

Dr Squatch’s Impressive Rise

Founded in 2013, Dr Squatch began as a direct-to-consumer brand. It quickly became a favourite among men seeking quality grooming products. The brand offers soaps, body washes, deodorants, hair care, and skincare products.

Dr Squatch gained massive popularity across the US through viral marketing efforts. Influencers and celebrities have often endorsed the brand, boosting its visibility. Their latest campaign with actress Sydney Sweeney has captured even more attention.

The results speak for themselves. Dr Squatch generated $400 million in revenue during 2024, driven by smart marketing and unique products.

Unilever’s Bold Strategy for Growth

This acquisition aligns with Unilever’s ongoing focus on premium personal care products. In April, the company also acquired Wild, another successful personal care brand.

Josh Friedman, CEO of Dr Squatch, expressed excitement about the partnership. He stated, “I am proud of what our team has built. With Unilever’s support, we will inspire more men to lead healthier lives.”

Fabian Garcia, President of Unilever Personal Care, shared similar enthusiasm. “We are thrilled to welcome Dr Squatch into our family. We aim to scale the brand globally and strengthen our men’s care offerings,” he explained.

What This Means for the Market

The Unilever Dr Squatch acquisition shows the company’s clear intention to lead in men’s grooming. With the success of Dr Squatch in the US, the brand is now set for international growth.

At the same time, Unilever is realigning its portfolio. Reports suggest the company plans to sell its underperforming healthy snack brand, Graze. This shows Unilever’s focus on profitable and high-demand categories.

Conclusion

The acquisition of Dr Squatch is a smart step for Unilever. It adds a strong, growing brand to its personal care lineup. With its global reach and resources, Unilever can take Dr Squatch to new heights.

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