Focused on being “irreverent and disruptive”, the American men’s personal care brand is the latest acquisition in Unilever’s push for premiumisation.
Unilever has acquired American men’s personal care brand Dr Squatch for an undisclosed sum, as the FMCG giant looks to strengthen its premium portfolio and capture market share.
Founded in 2013, Dr Squatch built its customer base through organic products and an irreverent tone of voice. The brand’s marketing is something Unilever highlights as a factor behind the acquisition, citing its “viral social-first strategies” alongside strong influencer and celebrity partnerships, and “culturally relevant” collaborations.
Dr Squatch produces organic, handmade soap made from 98% or more natural ingredients. All the brand’s soaps are made within the US, which it says is to ensure quality and fair working conditions. Dr Squatch also has a direct-to-consumer business alongside retail distribution. The firm launched in the UK last year with soap bars priced at £6.99.
Unilever has acquired American men’s personal care brand Dr Squatch for an undisclosed sum, as the FMCG giant looks to strengthen its premium portfolio and capture market share.
Founded in 2013, Dr Squatch built its customer base through organic products and an irreverent tone of voice. The brand’s marketing is something Unilever highlights as a factor behind the acquisition, citing its “viral social-first strategies” alongside strong influencer and celebrity partnerships, and “culturally relevant” collaborations.
Dr Squatch produces organic, handmade soap made from 98% or more natural ingredients. All the brand’s soaps are made within the US, which it says is to ensure quality and fair working conditions. Dr Squatch also has a direct-to-consumer business alongside retail distribution. The firm launched in the UK last year with soap bars priced at £6.99.
“Dr. Squatch has built a solid foundation and loyal following with highly desirable products and clever digital engagement strategies,” says Unilever president Fabian Garcia. “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.”
In a post on LinkedIn, Herrish Patel, president of Unilever USA and North America Personal Care CEO, said the brand is the “perfect fit” for the FMCG giant.
“It complements our offerings in the personal care segment with its retail and direct-to-consumer model and natural, high-performance personal care products with unique scents and quality ingredients,” he added.
Dr Squatch’s private equity owner, Summit Partners, began exploring a sale of the brand last April, according to Reuters, valuing the brand at more than $2bn (£1.5bn). It is not yet known what price Unilever has offered in the deal, which is expected to close later this year.
Amplifying brand and mission
Dr Squatch’s CEO Josh Friedman, who served as chief marketing and commercial officer between 2021 and 2023, says the business’s ambition is to “inspire and educate men to be happy and healthier”, adding that his team are excited about their ability to “amplify” the brand and mission 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,” adds Friedman.
Dr Squatch has proved popular for its humour-laden marketing campaigns that have made the brand stand out in an established category.
“There’s so many brands that are trying to hit people with similar messaging that it often becomes like wallpaper and a lot of times, especially men, are just tired of seeing the same type of advertisements over and over again, and want to be entertained,” vice-president of marketing John Ludeke told Marketing Week in an interview last October.
“So, we focus really on being irreverent and disruptive and fun, because that’s how guys talk to each other.”
Discussing the role of pricing in the brand’s strategy Ludeke argued that when products or categories become commoditised and brands aren’t “trying to be different”, consumers tend to look towards price and value as the basis for their purchase decision.
“Rather than just buying another mass-produced conventional product from some faceless mega corp, customers these days would prefer to give their hard-earned money to a brand that they care about,” Ludeke added.
