Unilever Acquires Dr. Squatch to Expand Its Men’s Personal Care Business

Unilever has signed an agreement to acquire men’s personal care brand Dr. Squatch from private equity firm Summit Partners, marking its strategic entry into the premium natural beauty products sector.

Known for its natural ingredient formulas and unique scents, Dr. Squatch is primarily targeted at men and offers soaps, shower gels, deodorants and care products. The brand has grown through a strong direct sales model, social media and influencer marketing.

With its primary markets in North America and some distribution in Europe, Dr. Squatch operates through retail, e-commerce and direct sales channels. Unilever has not disclosed the financial terms of the transaction, which is expected to close later this year, subject to regulatory approvals.

The acquisition strengthens Unilever’s position in men’s personal care, particularly in the high-growth, premium-positioned digitally native brand space. As consumers increasingly demand natural, purpose-driven products, Dr. Squatch will bring product innovation and a digital consumer base to Unilever’s portfolio.