Unilever Acquires Dr. Squatch for $1.5B to Expand Men's Personal Care Segment

Unilever is acquiring men's personal care brand Dr Squatch from Summit Partners for $1.5B. The acquisition is expected to help Unilever expand its presence in the fast-growing men's personal care segment. Fabian Garcia, head of Unilever's personal care division, says Dr Squatch has built a loyal following through digital engagement strategies. Unilever declined to comment on the price paid for Dr Squatch.

Unilever has announced its acquisition of men's personal care brand Dr. Squatch from private equity firm Summit Partners for $1.5 billion. This strategic move aims to bolster Unilever's presence in the fast-growing men's personal care segment. The acquisition is expected to be completed in the latter half of 2025.

Dr. Squatch, founded in 2013, is a direct-to-consumer brand that offers a range of personal care products, including soaps, body washes, deodorants, hair care, and skin care products. The brand has gained significant traction in the US through viral marketing collaborations with celebrities and influencers, achieving revenue of $400 million in 2024. Unilever aims to leverage Dr. Squatch's successful digital engagement strategies to expand its reach beyond the US market [2].

Fabian Garcia, President of Unilever Personal Care, expressed enthusiasm about the acquisition, stating that Dr. Squatch's success in the US will be amplified internationally, complementing Unilever's offerings in the men's personal care segment. Josh Friedman, CEO of Dr. Squatch, highlighted the brand's mission to inspire and educate men to be happier and healthier, and the excitement about this new chapter with Unilever [2].

The acquisition price was reported to be $1.5 billion, but Unilever declined to confirm the financial details. Wall Street analysts have forecasted an average target price for Unilever PLC (UL) of $78.05, with a high estimate of $83.80 and a low estimate of $70.00, suggesting an average upside of 28.63% from the current price of $60.68 [3].

Unilever's acquisition of Dr. Squatch aligns with its broader strategy to shift investment towards premium products, as seen in its recent acquisition of personal care brand Wild in April. The acquisition of Dr. Squatch is also part of Unilever's efforts to strengthen its portfolio, following the reported search for buyers for its struggling healthy snack brand Graze [1, 2].

References
[1] https://www.gurufocus.com/news/2950658/unilever-expands-portfolio-with-15-billion-acquisition-of-dr-squatch
[2] https://www.grocerygazette.co.uk/2025/06/24/unilever-acquires-dr-squatch/
[3] https://www.gurufocus.com/news/2949893/unilever-ul-acquires-dr-squatch-for-15-billion-to-boost-mens-care-segment-ul-stock-news