Unilever to Acquire Men’s Grooming Brand Dr. Squatch
- Consumer Goods & Services
Fallon Wolken
- 0
- 2 minutes read
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.
