Unilever is allegedly paying approximately US$1.5bn for its acquisition of US-based men’s personal care brand Dr. Squatch.
The British consumer goods company announced in June that it had signed an agreement to purchase Dr. Squatch from private equity firm Summit Partners.
Although the financial terms of the deal were officially undisclosed, The Financial Times has since reported that the transaction is allegedly valued at around $1.5bn.
Founded in 2013, Dr. Squatch has become one of the most prominent direct-to-consumer male grooming brands in the US.
It offers a range of natural products across soaps, body washes, deodorants, hair care and skin care.
The brand has gained attention for its unconventional marketing strategy and viral collaborations, including a limited-edition Sydney Sweeney “bathwater” soap.
Not to mention tie-ins with SpongeBob SquarePants and video game franchise Call of Duty.
Unilever described the deal as part of a broader strategy to “expand its portfolio towards premium and high growth spaces”.
The acquisition is expected to close later in 2025, subject to regulatory approvals.
“I am thrilled to welcome Dr. Squatch into the Unilever family,” said Fabian Garcia, President of Unilever Personal Care.
“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.”
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