Unilever announced its acquisition of men’s personal care brand Dr. Squatch from growth equity firm Summit Partners, as the brand achieved success largely attributed to its viral social-first marketing approach and strategic collaborations with influencers and celebrities.

Dr. Squatch has established a market presence through its natural, high-performance personal care products, distributed via retail and direct-to-consumer channels in North America and Europe. 

The transaction—marking another step in the CPG giant’s portfolio expansion toward premium and high-growth spaces—is expected to close later this year, subject to regulatory approvals.

The acquisition aligns with Unilever’s recent strategic pivot under new CEO Fernando Fernandez, who announced plans to increase the company’s social media spending from 30% to 50% of its total media budget. This shift reflects Fernandez’s belief that modern consumers are “suspicious” of traditional corporate messaging.

“Dr. Squatch has built a solid foundation and loyal following with highly desirable products and clever digital engagement strategies,” said Fabian Garcia, President of Unilever Personal Care, in a press release. “We are excited to scale the brand internationally and complement our offering in the fast-growing men’s personal care segment.”

Influencer Marketing Footprint

The acquisition comes as Unilever plans to work with 20 times more influencers globally, with a particular focus on key markets such as India and Latin America. According to The Drum, this represents a significant ideological shift for Unilever, which previously kept influencer marketing at arm’s length due to concerns about fraud and brand safety.

Dr. Squatch CEO Josh Friedman expressed enthusiasm about the partnership: “We’re 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.”

The deal marks Unilever’s return to direct-to-consumer acquisitions, enabling the company to collect first-party data and enhance its personalization and targeting capabilities. According to Marketing Dive, the increased spending on social and influencer marketing may trigger heightened competition among specialized agencies in the influencer space, particularly those focusing on social commerce and TikTok.