From Viral Soap to Corporate Strategy: Unilever Acquires Dr. Squatch
Rotterdam, woensdag, 25 juni 2025.
Unilever is making a bold move in the men’s grooming market by acquiring Dr. Squatch, a digital brand that has made waves with its daring marketing and natural products. With estimated annual revenues of $400 million, this acquisition represents more than a simple purchase: it’s a strategic shift towards digitally native brands that appeal to Gen Z. Dr. Squatch, known for its entertaining marketing campaigns and collaborations with influencers like Sydney Sweeney, perfectly aligns with Unilever’s ambition to become more relevant to younger consumers. The acquisition reflects a broader trend where large corporations embrace smaller, dynamic brands to renew their brand portfolio and make it more attractive to a new generation of consumers.
Strategic Acquisition in Men’s Grooming
Unilever has made a significant strategic move by acquiring Dr. Squatch, a brand generating $400 million in annual revenue and known for its digitally native marketing approach [1][2]. The acquisition fits into a broader strategy to become more appealing to Gen Z consumers and rejuvenate the personal care market [3][4].
Digital Marketing Strategy as a Core Value
Dr. Squatch has distinguished itself through innovative marketing strategies, including collaborations with celebrities like Sydney Sweeney and viral social media campaigns [5][6]. The brand has created a unique approach that directly addresses young male consumers, with products ranging from natural soap to deodorant [7].
Unilever’s Future Vision
Fabian Garcia, President of Unilever Personal Care, emphasised the strategic value of Dr. Squatch, particularly its ‘smart digital engagement strategies’ and potential for international expansion [2][8]. The acquisition aligns with Unilever’s broader plan to invest in premium, digitally native brands that match modern consumer preferences [9].