Unilever Acquires Men’s Grooming Brand Dr. Squatch

Unilever has signed an agreement to acquire men’s personal care brand Dr. Squatch from private equity firm Summit Partners, with terms undisclosed. Dr. Squatch, founded in 2013 and known for its natural grooming products marketed through viral social media campaigns and celebrity partnerships including Sydney Sweeney, has seen sales exceed $400 million. This acquisition aligns with Unilever's strategy to expand its portfolio into premium and high-growth segments, particularly in the men’s personal care market, and marks a return to direct-to-consumer brands that offer valuable first-party data and strong digital engagement. Unilever plans to scale Dr. Squatch internationally, complementing its existing personal care offerings and leveraging increased social media and influencer marketing spend under CEO Fernando Fernandez. The deal follows Unilever’s recent purchase of sustainable deodorant brand Wild and reflects the company’s focus on capturing younger consumer demographics such as Gen Z men. Analysts have responded positively, rating Unilever as an outperform stock with potential for significant upside.