Unilever buys Dr. Squatch to reach Gen Z men
Unilever announced Monday, June 23, that it will acquire men’s personal care brand Dr. Squatch, a move that signals the consumer goods giant’s deepening focus on Gen Z consumers and influencer-led marketing. The terms of the deal were not disclosed, but it is expected to close later this year.
Founded in 2013, Dr. Squatch has gained a cult following for its bold, irreverent branding and viral marketing campaigns—including a recent soap bar infused with actress Sydney Sweeney’s bathwater and a Valentine’s Day promotion that paired soap bouquets with Trojan condoms. The brand sells both online and in stores, with soaps retailing at $8 each.
“Dr. Squatch has built a solid foundation and loyal following with highly desirable products and clever digital engagement strategies,” said Fabian Garcia, president of Unilever Personal Care. He added that Unilever plans to scale the brand internationally.
Social-First Strategy
Unilever highlighted Dr. Squatch’s “viral social-first marketing strategies, partnerships with influencers and celebrities, and culturally-relevant collaborations” as key drivers behind the acquisition. These qualities align closely with Unilever’s broader strategy to capture Gen Z’s attention through authentic, platform-native content and personalities.
Dr. Squatch’s CEO, Josh Friedman, previously described the brand’s mission as helping men “be happier and healthier” through high-performance natural products designed for everyday use.
A Growing Influencer-Focused Portfolio
The acquisition adds to Unilever’s recent spree of digitally-native and Gen Z-focused brand purchases. In 2023, it bought the haircare brand K18, which has leveraged LinkedIn influencers for marketing. Earlier this year, it also acquired India-based Minimalist and U.K. personal care brand Wild.
This marks a clear strategic pivot for Unilever under new CEO Fernando Fernandez, who announced in March that 50% of the company’s media spend will now go toward social media, and influencer marketing will see a 20-fold increase in investment.
Campaigns such as TRESemmé’s Bravo star-studded social spots and Cleanipedia’s TikTok cleaning hacks exemplify Unilever’s commitment to social-first branding.
With Dr. Squatch now joining the fold, Unilever appears to be betting big on a future where soap—and influence—go viral.
