Unilever’s acquisition of male personal care brand Dr. Squatch was highly unlikely to be on anyone’s bingo card this year, but 2025 continues to surprise.
The scrappy soap maker, which made headlines for infusing one of its products with Euphoria actress Sydney Sweeney's bathwater, is joining one of the biggest conglomerates on the market.
It marks the latest high-profile acquisition in the last month, with e.l.f. Beauty’s US$1bn Rhode deal and L'Oréal snapping up a majority stake in Medik8 signifying a rekindled M&A scene.
But why was Dr. Squatch specifically so sought after by Unilever, and how will it disrupt the course of future brand acquisitions?
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