Unilever Just Dropped $1.5 Billion on a Soap Brand--Here's Why It Might Be Genius
Unilever (UN) is making a $1.5 billion move into the premium men's grooming gamequietly snapping up Dr. Squatch, the viral soap brand with a Sasquatch mascot and a cult-like following. Founded in 2013 by Jack Haldrup, Dr. Squatch built its name on natural bar soaps and clever online ads. It has since expanded into deodorants, colognes, and hair care, selling through both e-commerce and retail shelves. While Unilever declined to confirm numbers, the Financial Times pegged the price tag at $1.5 billion, citing sources familiar with the matter.
For Unilever, this isn't just about soap. Dr. Squatch fills a key gap in its men's personal care lineup, sitting alongside Axe and Dove Men+Care but with a more premium, DTC-native edge. The company said it plans to scale Dr. Squatch globallyhinting at ambitions well beyond the U.S. market. This could position Unilever to go head-to-head with Procter & Gamble's Old Spice, especially among younger men who care more about ingredients, branding, and online authenticity than shelf placement.
The backstory? Summit Partners had reportedly been exploring a sale last year, targeting a $2 billion valuation. That makes this $1.5 billion deal a potentially savvy entry point for Unileverespecially if it can maintain Dr. Squatch's digital momentum while expanding internationally. Investors watching consumer staples may see this as more than just a quirky soap play. It's a calculated bet on brand storytelling, digital distribution, and premium male groomingan $80+ billion global market that's only getting more fragmented and competitive.
This article first appeared on GuruFocus.
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