Unilever today announced it has signed an agreement to acquire personal care brand Dr. Squatch from growth equity firm Summit Partners. This complementary acquisition marks another step in expanding Unilever’s portfolio towards premium and high growth spaces.
Dr. Squatch has reached millions of people through its retail and direct-to-consumer model with natural, high-performance personal care products including natural soaps and body washes, deodorants, hair care, skin care, and other men’s grooming products with unique scents and quality ingredients.
The built-in-culture brand has grown to become a highly engaging men’s personal care brand. Its viral social-first marketing strategies, partnerships with influencers and celebrities, and culturally-relevant collaborations with limited-edition packs have helped to drive sales and grow a loyal consumer following on social media platforms and beyond.
Fabian Garcia, President of Unilever Personal Care said: “I am thrilled to welcome Dr. Squatch into the Unilever family. Dr. Squatch has built a solid foundation and loyal following with highly desirable products and clever digital engagement strategies. 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.”
Josh Friedman, CEO of Dr. Squatch said: “I am incredibly proud of what the Dr. Squatch team has achieved thus far. Our mission at Dr. Squatch is to inspire and educate men to be happier and healthier, and we’re excited about our ability to amplify our brand and mission in this next chapter 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.”
Dr. Squatch is distributed through digital commerce, retail and direct-to-consumer channels, primarily in North America and Europe. The terms of the deal were not disclosed.
The transaction is expected to close later this year, subject to customary regulatory approvals and closing conditions.
