Men’s Grooming Giant: Brand Dr Squatch Sold to Unilever for $1.5 Billion

Unilever just made a bold move. On June 27, 2025, it agreed to buy Dr  Squatch for a huge price, $1.5 billion. That’s not just pocket change. Dr  Squatch started as a small soap company. Now, it’s a men’s grooming brand with millions of fans. Their secret? Natural products, cool ads, and a strong online game.

We’ve all seen their wild commercials from caveman humor to celebrity faces like Mike Tyson and Sydney Sweeney. It’s not just soap anymore. It’s about style, confidence, and being part of something different.

So, why did Unilever, a giant in the world of shampoo, deodorants, and more, want Dr  Squatch so badly? And what does this deal mean for the future of men’s grooming?

Let’s study how a fun, gritty startup turned into a billion-dollar brand, and what happens next now that it’s part of a global company.

Why the Deal Matters

We see a clear reason. Unilever already owns big men’s brands like Axe and Dove Men+Care. But it wants to reach a younger, digital crowd. Dr  Squatch is a hit on social media. It uses raw humor and viral ads featuring Sydney Sweeney and Mike Tyson. These ads get attention.

Unilever’s new CEO, Fernando Fernandez, is steering the company away from slow-growing food brands. He wants high-margin personal care products. Before Dr  Squatch, Unilever bought refillable cosmetics brand Wild and plans to spin off its ice cream business.

Smart Strategy

We can see the smart move here. Dr  Squatch made about $400 million in revenue in 2024 with about $90 million in EBITDA. That puts its earnings multiple around 20×, a level Unilever seems fine paying. That’s high, but not unexpected for a fast-growing brand.

Also, Dr  Squatch’s direct-to-consumer (DTC) model gives first-party data. That data is gold for targeted ads. And we know Unilever wants to use digital and influencer marketing more. They say half of their ad budget will go to social media.

Risks Along the Way

But the deal is not without flaws. Dr  Squatch built its fame on edgy, “bro-friendly” ads with slang, jokes, and viral stunts, like a soap made from “Euphoria” star Sydney Sweeney’s bathwater. Can Unilever keep that fun tone while scaling the brand globally? Past moves, like the purchase of Dollar Shave Club, didn’t go well. Unilever bought DSC in 2016 for $1 billion, but sold it in 2023. It didn’t fit in.

Going international also poses hurdles. What works in the U.S. might not resonate in Asia or Europe. Yet Unilever believes it can grow the brand globally. That’s what Fabian Garcia, head of personal care, promised.

What Investors and the Market Say

When news broke, Unilever’s stock dropped about 2 – 2.5%, reflecting some investor wariness. Some analysts worry the price tag is steep. Yet many agree Unilever needs bold, high-growth bets now that food brands are slowing down.

This deal signals something bigger: consumer brands now chase culture-driven, digitally native startups. Brands like Dr  Squatch show that having vibes, viral content, and social reach matter as much as sales.

What’s Next

Unilever expects the deal to close later in 2025, once regulators sign off. For now, Dr  Squatch will keep its team and ads. Unilever plans to roll the brand into new regions while keeping its bold tone.

The big question: Can Dr  Squatch stay real while growing? We think the key will be balancing authenticity with Unilever’s scale. The story feels exciting because the outcome is still uncertain.

The Bottom Line

Unilever’s $1.5 billion buy tells us where Big CPG companies are headed. They’re moving away from slow, traditional brands. Instead, they want fast, viral, and digital-first businesses. If this deal works, expect more giant-name brands to scoop up cool, young labels.

But success isn’t guaranteed. If Unilever kills the vibe, Dr  Squatch might lose its edge. And if the scale moves backfires, investors will notice. Still, right now, this is one of the boldest moves in grooming gear this year.

We’ll keep watching to see if Dr  Squatch can truly stay squatchy but now with Unilever money backing it.

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Disclaimer:

This content is for informational purposes only and not financial advice. Always conduct your research.