Unilever on Monday, June 23, said it has agreed to acquire Dr. Squatch, expanding its portfolio of Gen Z brands as it increases its investment in influencer marketing.
The U.S. mens personal care brand has become known for its “viral social-first marketing strategies, partnerships with influencers and celebrities, and culturally-relevant collaborations,” Unilever said in a press release announcing the deal, adding that these qualities were driving force behind the acquisition. The terms of the deal, expected to close later this year, were not disclosed.
“Dr. Squatch has built a solid foundation and loyal following with highly desirable products and clever digital engagement strategies,” Fabian Garcia, president of Unilever Personal Care, said in a statement, adding that Unilever plans to expand the brand internationally.
Since its launch in 2013, Dr. Squatch, which sells in-store and online, has built a reputation for bold, provocative advertising. Its most recent campaign sold bars of soap infused with actress Sydney Sweeney’s bathwater. And for Valentine’s Day this year, the brand promoted a bouquet of its soaps packaged along with Trojan condoms.
“The mission for Dr. Squatch is to inspire and educate men to be happier and healthier,” chief executive officer Josh Friedman told ADWEEK last year. “We fulfill that mission by creating high-performance natural products with amazing scents built for everyday guys.”
Investing in influencers
Dr. Squatch joins a growing list of brands acquired by Unilever recently as it invests more in social-first, influencer marketing to reach Gen Z. According to financial marketplace LendingTree, the demo spends more than $2,000 a year on beauty products, primarily across skincare and haircare.
In 2023, the CPG giant purchased haircare brand K18, which recently partnered with LinkedIn influencers for a product giveaway and mentorship program. In February, Unilever’s India-based subsidiary, Hindustan Unilever Limited, acquired digital-first beauty brand Minimalist. And in April, Unilever bought U.K. personal care brand Wild.
