Unilever Buys Men’s Grooming Brand Dr Squatch in $1.5B Deal to Boost Personal Care Portfolio

Unilever PLC (LON: ULVR, NYSE: UL) is acquiring U.S.-based men’s grooming brand Dr Squatch for $1.5 billion, according to a report by the Financial Times. While the company officially announced the acquisition on Monday, it did not disclose financial terms. Sources familiar with the matter confirmed the deal value.

Dr Squatch has built a strong reputation in the men’s personal care market with its natural, eco-friendly products including soaps, shampoos, and deodorants. The brand gained popularity through viral online advertising and celebrity endorsements, with high-profile names like Mike Tyson and Sydney Sweeney helping drive its growth. Its business model combines direct-to-consumer e-commerce with third-party retail distribution.

The acquisition marks a strategic move by Unilever to strengthen its premium personal care portfolio, particularly in high-growth segments like men’s grooming. The company stated the deal would enhance its ability to scale Dr Squatch internationally, tapping into growing demand for natural and wellness-oriented personal care solutions.

This purchase also aligns with Unilever’s broader shift away from slower-growth food brands and into higher-margin personal care. The deal follows its exit from Dollar Shave Club in 2023, signaling a renewed focus on premium grooming brands with strong consumer engagement.

Unilever’s bet on Dr Squatch reflects rising global interest in clean-label, influencer-driven men’s care brands, and positions the company to capture a larger share of the $20 billion global men’s grooming market.

The acquisition is still subject to regulatory approval but is expected to close later this year.