Unilever has announced the acquisition of Dr. Squatch, a viral men’s personal care brand known for its natural grooming products and bold, social media-led marketing. The brand was previously backed by growth equity firm Summit Partners.

Dr. Squatch offers a range of personal care items including soaps, shampoos, deodorants, and skincare products—many made with natural ingredients and marketed with a direct, humorous tone that has resonated with male consumers. The acquisition strengthens Unilever’s presence in the premium and natural personal care space, particularly in the growing men’s grooming segment.

Fabian Garcia, president of Unilever Personal Care said: “I am thrilled to welcome Dr. Squatch into the Unilever family. 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.”

Josh Friedman, CEO of Dr. Squatch said: “I am incredibly proud of what the Dr. Squatch team has achieved thus far. Our mission at Dr. Squatch is to inspire and educate men to be happier and healthier, and we’re excited about our ability to amplify our brand and mission in this next chapter with Unilever. We’re just getting started at Dr. Squatch, and we are thrilled about the opportunity to advance the brand’s scale, reach new heights internationally, and entertain and positively connect with more consumers seeking high-quality, natural products around the world.”

While Dr. Squatch is primarily based in North America, its products are available in India through e-commerce platforms like Amazon. However, prices are significantly higher than local alternatives, with a single soap bar listed at over Rs. 2,500 and two-bar bundles priced above Rs. 4,000.

The deal’s financial terms were not disclosed. The transaction is expected to close later this year, subject to regulatory approvals.