Latest news with #Dr.Squatch
Express Tribune
10 hours ago
- Business
- Express Tribune
Unilever impressed by Sydney Sweeney's bathwater soap, moves to acquire Dr. Squatch
Unilever has announced its acquisition of Dr. Squatch, the popular men's grooming brand known for its viral marketing campaigns. The deal, signed in June, is expected to close later this year, though the financial terms remain undisclosed. However, sources close to the matter suggest that Unilever will pay $1.5 billion for the brand, which was sold by private equity firm Summit Partners. Founded in 2013, Dr. Squatch quickly captured the attention of Gen Z men with its unique range of grooming products and collaborations with influencers and celebrities. Recently, the brand gained widespread attention for its partnership with actress Sydney Sweeney to release her signature 'bathwater' soap. The brand's success has been largely attributed to its social-first marketing strategies, limited-edition collaborations, and organic buzz generated through platforms like Instagram and TikTok. This acquisition marks a notable expansion for Unilever, which has a history of purchasing smaller, promising brands. Notably, Unilever acquired Dollar Shave Club (DSC) in 2016, another viral brand. However, the DSC acquisition eventually faltered as the company struggled to maintain its original appeal post-acquisition. According to Forbes, DSC's former CEO Larry Bodner stated that Unilever's corporate structure 'neutered' the brand's original vibe, ultimately leading to its sale in 2022 due to underperformance. For Dr. Squatch, Unilever faces several challenges. Maintaining the brand's independent, creative culture will be crucial to retaining its loyal customer base. Forbes' Ranjay Gulati suggests that successful startups rely on three pillars: purpose, customer connection, and employee autonomy. If Unilever can preserve these elements while scaling the brand, it may avoid the pitfalls that led to DSC's decline. As Unilever moves forward, it will need to carefully balance expansion with staying true to Dr. Squatch's identity to ensure the brand's continued success.
Mint
17 hours ago
- Business
- Mint
Unilever buys Dr. Squatch, viral brand that sells Sydney Sweeny bathwater soap — but there are challenges
s Unilever has announced that it will acquire men's grooming brand Dr. Squatch for an undisclosed amount, with the transaction expected to close later this year. The British consumer company in June announced that it had signed an agreement to purchase Dr. Squatch from private equity firm Summit Partners. While there was no disclosure of the acquisition amount, Financial Times later reported that Unilever will pay $1.5 billion for the same. Founded in 2013, Dr. Squatch has gained huge popularity among GenZ men with its range of products and collaborations. Most recently, the brand went viral for collaborating with Sydney Sweeny to launch her 'bathwater' soap. 'Its viral social-first marketing strategies, partnerships with influencers and celebrities, and culturally-relevant collaborations with limited-edition packs have helped to drive sales and grow a loyal consumer following on social media platforms and beyond,' Unilever said in a statement. Unilever, which often acquires smaller but promising brands, has run this deal before. In 2016, the FMCG giant acquired Dollar Shave Club (DSC) in 2016 for similar reasons Dollar Shave Club (DSC) went viral in the 2010s due to its marketing strategy that challenged industry giants. It rebelled against large companies, like Gillete, to provide affordable $1 razors to men and went viral after launching an expletive-laden advertisement that was never seen before in the industry. Unilever seized the opportunity to acquire DSC when it came but eventually the brand's original purpose got sidelined due to the broader corporate conventions. Seven years after the acquisition, Unilever sold the company to private equities citing lack of expected returns. According to a report by Forbes, DSC's ex-CEO Larry Bodner said the corporate giant had 'neutered the vibe and fun of what the brand stood for. It just didn't fit in a vanilla corporate entity.' According to a report by Forbes citing Ranjay Gulati, who has researched on the soul startups, there are three crucial pillars that define a successful startup — a lofty business purpose, building close customer connections and providing autonomy and creativity to employees. The report essentially indicates that Unilever cannot let a conflict happen between the startup's essence and its priorities, taking lead from Google's acquisition of YouTube that let the video platform function independently. The second-most difficult challenge for Unilever, according to Forbes, can possibly be maintaining customer relations. While customer experience is key to make brands like Dr. Squatch successful, it may pose a challenge to Unilever, which is a large corporation and would naturally want to expand that brand. As per Forbes, Unilever will now have to ensure that Dr. Squatch stays true to its purpose and continues to possess the ability to create campaigns that generate organic social media buzz. When it acquired DSC, Unilever ventured beyond $1 razors and launched new and more expensive products, abandoning the company's budget-conscious customer base. The Forbes report mentioned that Unilever would do well if it keeps Dr Squatch's essence alive and does not push the brand into too much of a mass market where it loses its identity to connect with GenZ men. While DSC failed, Unilever is now armed with a roadmap to possibly make its acquisition of Dr. Squatch a success and let the brand flourish.
Buzz Feed
7 days ago
- Entertainment
- Buzz Feed
Celeb Women Discuss Objectification And "Male Gaze"
Throughout history, a woman's status has often (and sadly) been based on her looks. From Old Hollywood stars to the celebs of today, many of our favorite famous women have simply been viewed as objects. However, in the past few decades, we have started to realize just how much the "male gaze" has dominated women's lives and our culture at large... Fortunately, many celeb women have taken it upon themselves to speak out about their experiences with the "male gaze" to shed light on the misogyny that still permeates society. From Sydney Sweeney to Demi Moore, here's 11 famous women who've spoken out about being objectified throughout their careers: Sydney Sweeney: In 2024, Sydney Sweeney's comments from an interview with Variety magazine went viral when she discussed how she feels the public views her: "People feel connected and free to be able to speak about me in whatever way they want, because they believe that I've signed my life away. That I'm not on a human level anymore, because I'm an actor. That these characters are for everybody else, but then me as Sydney is not for me anymore." She continued, "It's this weird relationship that people have with me that I have no control or say over."So, people were surprised on May 29, 2025, when Dr. Squatch announced their collaboration with the Euphoria star to create "Bathwater Bliss" — a limited edition run of soap bars containing drops of her bathwater. In the Instagram announcement, the company stated the soap smelled like "Morning Wood" and that it was produced "Because y'all wouldn't stop asking." (Sweeney's first collaboration with the company was in October 2024.) In a press release for the collab, the 27-year-old stated, "When your fans start asking for your bathwater, you can either ignore it, or turn it into a bar of Dr. Squatch soap. It's weird in the best way, and I love that we created something that's not just unforgettable, it actually smells incredible and delivers like every other Dr. Squatch product I love. Hopefully, this helps guys wake up to the realities of conventional personal care products and pushes them towards natural." Sabrina Carpenter: On June 11, 2025, fans were thrilled when Sabrina Carpenter announced the follow-up album to her 2024 megahit, Short n' Sweet, on Instagram; however, the excitement quickly turned to controversy due to the album's cover. The album, called Man's Best Friend, shows Carpenter on her hands and knees while an unseen (seemingly) male figure yanks her of the online discourse has revolved around whether the album art is satirical or simply degrading to women in general, leading one X user to ask, "Does she [Carpenter] have a personality outside of sex?" Carpenter shared the tweet and responded, "girl yes and it is goooooood." This isn't the first time Carpenter's artistic choices have made headlines as both her live performances of the hit "Juno," in which she simulates different sex positions onstage and her infamously raunchy "Nonsense" outros, such as this one she used at Coachella in 2024: "Made his knees so weak, had to spread mine/He's drinking my bathwater like it's red wine /Coachella, see you back here when I headline," have sparked debate. Scarlett Johansson: Since Black Widow's MCU debut in 2010's Iron Man 2, there has been much debate over whether or not Marvel has objectified its female heroes, despite portraying them as powerful characters on their 2021, during promotional interviews for Black Widow's standalone film, Johansson spoke about her character's previous hyper-sexualization: "While [Iron Man 2] was really fun and had a lot of great moments in it, the character is so sexualised, you know?" She continued, "[She is] really talked about like she's a piece of something, like a possession or a thing or whatever – like a piece of ass, really. And Tony even refers to her as something like that at one point…'I want some.''The Marriage Story actor was seemingly referring to the scene in which Robert Downey Jr.'s Tony Stark flips through photos of the superhero (including one of her in lingerie) before saying, 'I want one." She added, "Maybe at that time, that actually felt like a compliment. You know what I mean? Because my thinking was different … My own self-worth was probably measured against that type of comment [but], like a lot of young women, you come into your own and you understand your own self-worth." Ariana Grande: Ariana Grande is another celebrity woman who has faced and publicly addressed misogyny on multiple 2015, amid speculation about her romantic status after her breakup with rapper Big Sean, Grande penned an essay on X (formerly known as Twitter), where she addressed the "misogyny" and unrelenting "double standards" for women in the public eye, writing: "I meant what I said about not being Sean's ex is that I am tired of living in a world where women are mostly referred to as a man's past, present or future." She continued, 'If a woman TALKS about sex openly ... she is shamed! But if a man talks or RAPS freely about all the women (or more commonly used 'bitches' / hoes' ... how lovely) he's had ... he is regaled." A year later, the "Dangerous Woman" singer detailed a "sick" encounter she had with one of her then-boyfriend Mac Miller's fans. The encounter began when a fan approached her and Miller in their car and spoke to them through the window, letting Miller know how much he admired the rapper, before looking at Grande and allegedly stating, "Ariana is sexy as hell, man; I see you, I see you hitting that!" Ali Larter: Ever since the Taylor Sheridan-written Landman premiered in November 2024, the show has been thoroughly critiqued regarding its portrayal of female characters, with reviews titled "Man, does this new Taylor Sheridan drama hate women" and "Where Are the Believable Female Characters in Landman?"NPR's Eric Deggans deemed women in the show to be written as "mostly empty caricatures," claiming, "It's tough to imagine drafting actresses as amazing as...[Ali] Larter, only to leave them playing caricatures and male fantasies. So I'm hoping Sheridan will accept the challenge of creating female characters who exist outside the male gaze – beyond empty tropes, oversized emotionalism and calculated reflections of male energy." In June 2025, Larter opened up to the Hollywood Reporter, about her feelings towards the criticism, "I'm also like, 'Objectify me. C'mon.' Nobody's putting me in a position that I'm not comfortable being in. I have two children. I've been married for 19 years. I love playing this character. If there was something I was uncomfortable with, I wouldn't do it. What's more uncomfortable is that people are so uncomfortable by their sexuality." Billie Eilish: Billie Eilish has long been outspoken about her relationship with her body and the way she dresses, admitting that she began wearing oversized clothing as a teen because her body "was the initial reason for my depression..." In a 2019 interview with Vogue Australia, Eilish stated that she wore her clothing "800 sizes bigger" than needed, admitting that it allowed her to keep a part of herself a "mystery." In a later advertisement for Calvin Klein, she elaborated on her philosophy, "Nobody can have an opinion because they haven't seen what's underneath, you know? Nobody can be like, 'She's slim-thick', 'She's not slim-thick', 'She's got a flat ass', 'She got a fat ass'. Nobody can say any of that because they don't know."When her world tour kicked off in Miami in March 2020, fans praised the now 23-year-old for addressing bodyshamers in a video interlude where she was shown undressing and dipping into a black pool while saying, "Some people hate what I wear, some people praise it. Some people use it to shame others, some people use it to shame me. But I feel you watching always..." A little over a year later, in June 2021, Eilish debuted a new look on the cover of British Vogue, featuring her natural blonde hair and form-fitting outfits. However, some fans were confused and even angered by her change in appearance. Sofia Vergara: In 2014, Sofia Vergara encountered backlash for taking part in a skit during the Emmys, in which she posed on a rotating pedestal, showcasing her body, while Bruce Rosenblum, then-president of the Academy of Television Arts & Sciences, gave a dull speech. Rosenblum concluded his presentation by saying, 'What truly matters is that we never forget that our success is based on always giving the viewer something compelling to watch," seemingly as a "cheeky" reference to immediately began rolling in on social media with even Katie Couric tweeting, "I love @SofiaVergara but did anyone find that schtick somewhat offensive?" The skit was later criticized in Time magazine, with Sarah Begley writing, "It does a disservice to Vergara's skills as an actress and comedian to pretend — even in a self-conscious way — like she's just a body. Sure, it was self-aware – but a self-aware wink doesn't work like a get-out-of-jail-free card." However, the Modern Family star quickly defended herself and the skit, stating, "I think it's absolutely the opposite [of demeaning]. It means that somebody can be hot and also be funny and make fun of herself. I think it's ridiculous that somebody started this—I know who she was—who has no sense of humor [and should] lighten up a little bit." Emily Ratajkowski: In 2015, Emily Ratajkowski faced criticism after defending her role in the music video for Robin Thicke's controversial 2013 song "Blurred Lines," admitting that she nearly turned the gig down, but ultimately saw it as a ''good opportunity." In an interview with the Daily Mail at the time, she claimed, "I think you can be a sexual woman, empowered and be a feminist...I think sexuality should be empowering to women, it's not always misogynistic or exploitative."However, when her 2021 memoir, My Body, was released, the Gone Girl actor wrote of her "choice" feminism in the early days of her career: 'At the time I thought it was really empowering to capitalize on your sexuality, but ultimately you're trying to appeal to men." A little over a year later, in a January 2023 episode of her podcast, High Low with EmRata, Ratajkowski spoke about her struggle to embody an "independent woman": "I have always felt like a strong woman. As you get older, you're financially secure, become your own boss, and you don't need a think, 'OK, I did it' [achieved independence]. Which is so f*cked up that I'd build my whole life around it." Katy Perry: In 2024, after a two-year hiatus from music videos, Katy Perry released "Woman's World." The song and video encountered criticism before it was even released, as it was revealed that Perry had collaborated with Dr. Luke. In a later interview on Call Her Daddy, the 40-year-old addressed the controversial collab, "I understand that [working with him] started a lot of conversations, and he was one of many collaborators that I collaborated with. But the reality is, it comes from me." She continued, 'The truth is, I wrote these songs from my experience of my whole life going through this metamorphosis, and he was one of the people to help facilitate all that. One of the writers, one of the producers. I am speaking from my own experience.'The video, which premiered on July 11, 2024, featured Rosie the Riveter-clad Perry and her backup dancers dancing with vibrators and using urinals, while singing lyrics such as, "Fire in her eyes / Feminine divine / She was born to shine." Some fans were delighted by the over-the-top video, while others were a little less enthusiastic, with one tweeting, "For something that's supposed to be about feminism and girl power it's literally just using all of the girl stereotypes in a super (sexual) way, making things like Rosie the riveter and others hot, flashy & 'extra. Basically, ew." Emma Stone: When the fantasy-comedy film, Poor Things, hit theaters in 2023, it immediately sparked debate amongst filmgoers who argued about the ways women and feminism were represented in the movie. In the film, Bella Baxter (played by Emma Stone) is a woman who is brought back to life with the brain of an unborn child. People argued that the film was exploitative of Bella's childlike nature, especially regarding sex scenes and nudity, as the character was practically incapable of saying "No," leading to questions about the movie's views on Stone responded to these criticisms in an interview with The Times, noting, 'If it helps, as the person who played it and produced it, I didn't see her as a child in any of those scenes." In another interview, Stone stated that she found it "challenging" to respond to critiques of the film because the majority of them removed her from the equation: "There's been a lot of questions about, 'Oh, this was a male writer and a male director, the male gaze in this situation – how does that feel?'" Demi Moore: During an interview with the New York Times titled "Demi Moore Is Done With The Male Gaze" to promote the body-horror film, The Substance, Moore opened up about the expectations people have placed upon her as an aging woman in asked why she decided to sign onto the horror movie, the 62-year-old noted that going into filming, she realized "this is not about me looking great, and in fact, there was a certain liberation in the role that wasn't having to be perfect. It's not that there aren't shots in it where I go, 'Ugh, my ass looks awful,' but I'm also OK with it." She later touched on her past struggles with disordered eating and extreme exercise: "I think there was a general sense about certain expectations, in particular coming out of the '80s and the '90s, where there was a greater pressure for perfection. If you look at any advertising, everything was very clean and perfect, and there wasn't any body inclusivity. There was a more extreme standard of beauty that existed..." Do you know of any other famous women who've spoken out about being objectified by the male gaze? Let us know in the comments! If you or someone you know has experienced sexual assault, you can call the National Sexual Assault Hotline at 1-800-656-4673 (HOPE), which routes the caller to their nearest sexual assault service provider. You can also search for your local center here. If you or someone you know is struggling with an eating disorder, The National Alliance for Eating Disorder helpline can be reached at 866-662-1235 in the US. The helpline is run by clinicians and offers emotional support for individuals and their family, as well as referrals for all levels of eating disorder care.
Fashion United
24-06-2025
- Business
- Fashion United
Unilever acquires Dr. Squatch in push for premium men's grooming growth
Consumer goods giant Unilever has announced its acquisition of men's personal care brand Dr. Squatch from Summit Partners, signalling its intent to pivot further into premium, digitally native brands with cult-like followings. Best known for a portfolio of household staples, from laundry detergent to mayonnaise, Unilever's push into the higher-margin, emotionally resonant world of men's grooming is both a tactical and symbolic evolution. Dr. Squatch, with its nature-inspired, no-nonsense products and viral marketing savvy, presents a markedly different profile from Unilever's more utilitarian legacy lines. Founded in the U.S., Dr. Squatch has built a stronghold in the North American market, leveraging a direct-to-consumer strategy, influencer partnerships, and irreverent digital content to build a loyal base of young male consumers. With products ranging from natural soaps and deodorants to shampoos and skincare, all marketed with a tone of rugged health and humorous bravado, the brand has managed to turn artisanal soap into a lifestyle statement. For Unilever, this acquisition follows a pattern: acquiring fast-growing, niche personal care players to revitalise its personal care division amid stagnation in its legacy categories. Fabian Garcia, President of Unilever Personal Care, praised Dr. Squatch's 'desirable products and clever digital engagement strategies,' framing the deal as a pathway to international scale in the fast-growing men's grooming segment. But beneath the surface lies a broader narrative. As global conglomerates face increasing pressure from agile, culturally attuned brands that speak directly to consumers, legacy players are buying relevance. and often, built-in communities, rather than building them. Dr. Squatch's success is rooted in a deep understanding of digital consumer behaviour, a playbook Unilever is eager to adopt more fully across its wider portfolio. The acquisition also reflects a rising trend in the consumer goods sector: the pursuit of 'premiumisation' not through price tags alone, but through storytelling, values, and perceived authenticity. While the deal terms remain undisclosed and the transaction is subject to regulatory approval, the acquisition is expected to close later this year. In an age where soap can spark social connection and grooming routines are marketed as rituals of self-betterment, Unilever's interest in brands like Dr. Squatch is hardly surprising. For a company more traditionally associated with supermarket shelves than Instagram reels, it's a sign of the times, and a calculated step toward staying relevant in a market where personality sells as much as product.
Yahoo
23-06-2025
- Business
- Yahoo
Unilever acquires Dr. Squatch, valuing brand's viral marketing to Gen Z men
This story was originally published on Marketing Dive. To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter. Unilever is acquiring men's personal care brand Dr. Squatch from private equity firm Summit Partners, according to a press release. Financial terms of the transaction were not disclosed. The deal is part of the CPG giant's efforts to align its portfolio around premium and high-growth verticals. Unilever praised Dr. Squatch's 'built-in-culture' brand, which has been established through viral social media marketing and partnerships with influencers and celebrities like Sydney Sweeney. Unilever is broadly ramping up its spending on social media and influencers to reach different global markets and consumer groups. Snapping up Dr. Squatch also sees the company return to direct-to-consumer (DTC) acquisitions, a strategy that has not always panned out. Unilever is dipping back into the DTC well with the acquisition of a brand that has successfully captured the attention of a desirable cohort of Gen Z men (and previously been cited by the Dove and Hellmann's owner as a rising competitive threat). Founded in 2013, Dr. Squatch sells a line of grooming products, including soaps, lotions and shampoos, that boast natural ingredients and are available through e-commerce, national retailers like Walmart and subscription bundles. The DTC aspect of the business gives Unilever more first-party data to work with at a time when refining personalization and targeting are of pressing importance for marketers. Dr. Squatch has also proved savvy with social media-first marketing, another priority for Unilever. The company's new CEO Fernando Fernandez plans to allocate half of Unilever's advertising spend to social while significantly expanding its brands' work with influencers. Dr. Squatch has become well known for a particularly bro-friendly bent, with ads packed with sexual innuendo and recognizable stars. A viral campaign launched last year features Sydney Sweeney as a 'Body Wash Genie' who responds to men's desires (for natural grooming products, of course). The two recently partnered to sell limited-edition soap containing some of the 'Euphoria' actor's bathwater in a stunt indicative of Dr. Squatch's go-for-broke approach. In a statement around the acquisition, Unilever personal care president Fabian Garcia called out the upstart's 'clever digital engagement strategies' and teed up an expansion beyond its home market. 'Building on its success in the U.S., we are excited to scale the brand internationally and complement our offering in the fast-growing men's personal care segment,' said Garcia. Unilever has been busy restructuring, with the goal of shedding low-performing units and reorienting around premium verticals. It has previously used acquisitions as a way to modernize, with mixed results. In 2016, the company purchased Dollar Shave Club, an innovator in subscription-based shaving, for $1 billion, one of the biggest bets legacy CPGs had made on the DTC model at that point. Unilever sold a majority stake in the razor brand in 2023 to private equity. Recommended Reading How Dr. Squatch turned Sydney Sweeney into the 'Body Wash Genie'
