Summit exits Dr. Squatch as Unilever taps $400m grooming brand for global growth
Unilever has acquired men’s personal care brand Dr. Squatch from private equity firm Summit Partners, marking a major move to expand its footprint in the fast-growing men’s grooming market.
Although deal terms were not disclosed, Dr. Squatch is understood to generate more than $400m in annual sales. The brand had previously been exploring a sale at a valuation of up to $2bn.
Founded in 2013 by Jack Haldrup, Dr. Squatch gained traction with handmade natural soaps and later expanded its portfolio to include deodorants, haircare products, and colognes. The Los Angeles-based company has scaled rapidly through direct-to-consumer and digital commerce channels, as well as retail distribution in North America and Europe.
Summit Partners invested in Dr. Squatch in 2022, acquiring a majority stake to help professionalise operations and support omnichannel growth. The exit reflects continued investor appetite for high-growth, digitally native consumer brands with strong DTC foundations.
“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. “We are excited to scale the brand internationally and complement our offering in the men’s personal care segment.”
Josh Friedman, CEO of Dr. Squatch, added: “We’re just getting started, and we’re thrilled about the opportunity to amplify our mission and reach with Unilever.”
The acquisition follows Unilever’s recent purchase of sustainable deodorant brand Wild, while the company continues to divest underperforming legacy brands as part of a broader portfolio repositioning strategy under CEO Fernando Fernandez.