Unilever Buys Dr. Squatch, the Viral Men’s Grooming Brand Behind Sydney Sweeney Soap Collab

Global consumer goods giant Unilever has officially entered into an agreement to acquire Dr. Squatch, the men’s personal care brand known for its quirky viral ads and natural products — including a limited-edition soap that went viral thanks to a collaboration with actress Sydney Sweeney.

The deal, announced in a Unilever press release, involves purchasing Dr. Squatch from private equity firm Summit Partners. While financial details were not disclosed, the acquisition aligns with Unilever’s push to grow its portfolio of premium men’s grooming brands.

Founded as a direct-to-consumer startup, Dr. Squatch quickly built a cult following with its offbeat humor, viral marketing videos, and influencer tie-ups. One of its most talked-about products — the "Sydney Sweeney bathwater" soap — generated buzz across social media and became a pop culture sensation. The brand offers a wide range of natural soaps, deodorants, hair care, and skincare products, with primary markets in North America and Europe.

Fabian Garcia, President of Personal Care at Unilever, described the acquisition as a natural fit that will strengthen the company’s men's care offerings. He highlighted Dr. Squatch's strong digital presence and high product standards as crucial assets for future global growth.

Josh Friedman, CEO of Dr. Squatch, expressed excitement about the partnership, emphasizing the potential to scale the brand worldwide without losing sight of its core mission: enhancing men’s wellness with clean and effective grooming solutions.

The deal is expected to finalize later this year, pending standard regulatory and closing conditions, according to Unilever’s statement.