Dr. Squatch Acquisition, Valuation, Funding & Investors

Dr. Squatch was acquired by Unilever for $1.5B in June 2025, a 16.7x multiple on $90M of revenue.

Dr. Squatch acquisition price

$1.5B

Acquired by Unilever · Jun 2025

Dr. Squatch revenue at acquisition

$90M

Last twelve months · Jun 2025

Dr. Squatch revenue multiple at acquisition

16.7x

EV/Revenue · Jun 2025

Key investors in Dr. Squatch

  • Summit Partners

Dr. Squatch Overview

About Dr. Squatch

Dr. Squatch is a Los Angeles-based men's grooming brand manufacturing natural personal care products since 2013. The lineup includes bar soaps, deodorants, toothpaste, shampoos, conditioners, and colognes using 98-100% natural ingredients free of phthalates, parabens, and SLS. Signature scents feature Pine Tar, Grapefruit IPA, and Bay Rum, with themed bundles tied to franchises, sold via direct subscriptions, e-commerce, and retailers like Target.


Founded

2013

HQ

United StatesLos Angeles, CA

Status

Acquired

Customer focus

B2C

Revenue model

Subscription

Revenue

$90M (Jun 2025)

Valuation

$1.5B (acquired Jun 2025)

Dr. Squatch Acquisition

Dr. Squatch was acquired by Unilever for $1.5B on 23 June 2025.

The acquisition price implies a 16.7x revenue multiple on $90M of revenue.

Dr. Squatch, founded in 2013, produces natural, high-performance men's personal care products including soaps, body washes, deodorants, hair care, skin care, and grooming items with unique scents, sold via direct-to-consumer, e-commerce, retail channels like Walmart, and subscriptions primarily in North America and Europe. The brand has achieved over $400 million in annual sales, captured 8% U.S. market share in bar soap and skin/body care, surpassed Unilever's Axe in skin/body care sales from 2023-2024, and built a loyal Gen Z male following through viral social media marketing, influencer partnerships, and celebrity collaborations like Sydney Sweeney. Unilever, a CPG giant, acquired Dr. Squatch from growth equity firm Summit Partners in a deal announced in June 2025, reportedly valued at $1.5 billion though official terms undisclosed, with closure expected later that year pending regulatory approvals. Unilever's strategic rationale centers on expanding its portfolio into premium, high-growth men's personal care amid a category that grew 31% to nearly $6 billion in the U.S. from 2018-2023, leveraging Dr. Squatch's DTC model for first-party data, digital engagement, and omnichannel presence to scale internationally beyond the U.S. The acquisition aligns with Unilever CEO Fernando Fernandez's plan to allocate 50% of ad spend to social media and expand influencer partnerships 20-fold, positioning Dr. Squatch to complement existing offerings and drive regimen expansion. Dr. Squatch CEO Josh Friedman highlighted amplifying the brand's mission to inspire healthier men globally under Unilever, while Unilever Personal Care President Fabian Garcia praised its clever strategies for international growth. The deal reflects broader DTC men's grooming consolidation, following Unilever's $1 billion Dollar Shave Club purchase in 2016 and contrasting FTC-blocked Harry's acquisition, with Dr. Squatch's prior $2 billion exit pursuit at $90 million EBITDA underscoring its 20% margins and cultural relevance in a competitive landscape.

Dr. Squatch acquisition details
AcquirerDateTypePriceEV/Revenue
23 Jun 2025Strategic M&A$1.5B16.7x

Dr. Squatch Funding History

Dr. Squatch has raised 1 funding round.

Dr. Squatch funding rounds
DateStageInvestorsDeal Summary
Jan 2021Undisclosed stageSummit PartnersSummit Partners invested in Dr. Squatch in 2021, when the Los Angeles-area natural men's soap and personal care brand was still founder-led. Dr. Squatch sells natural cold-process bar soap, body wash, deodorant, hair care, lip balm and cologne through direct-to-consumer and retail channels. Summit managing director Christopher Dean served as chairman of the board. Summit held the investment until June 2025, when Unilever agreed to acquire the brand from it. Financial terms of the original investment were not disclosed. The brand's hero products include natural cold-process bar soap, body wash, deodorant, hair care, lip balm and cologne, and it is headquartered in Marina del Rey, California. Reports in June 2025 put the Unilever price at about USD 1.5 billion, which Unilever did not confirm.

Who has invested in Dr. Squatch?

1 investor has backed Dr. Squatch across its funding rounds, including Summit Partners.


Dr. Squatch Investors

Investors in Dr. Squatch by funding rounds participated
InvestorHQRoundsRoleFirst check

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Dr. Squatch Competitors

Dr. Squatch competitors include listed companies like Suning.com, DeNA, E-MART and Sailvan Times, and private ones like Pharmapacks and Lush Fresh Handmade Cosmetics.

Public and private companies comparable to Dr. Squatch
CompanyHQStatusRevenueEBITDAValuationRevenue Multiple
PharmapacksUnited StatesNew York City, NYPrivate$250M-$1.1B4.4x
Suning.comChinaChinaPublicly listed$7.3B$899M$1.5B0.6x
DeNAJapanJapanPublicly listed$934M$174M$1.5B1.1x
E-MARTSouth KoreaSouth KoreaPublicly listed$21B$1.7B$1.5B0.5x
Lush Fresh Handmade CosmeticsUnited KingdomPoolePrivate--$1.5B-
Sailvan TimesChinaChinaPublicly listed$1.8B$87M$1.6B0.7x

Dr. Squatch Public Comps

Dr. Squatch is no longer listed, but its public comps include Suning.com, DeNA, E-MART, Intercos, Zydus Wellness, Sailvan Times, Harbin Fuerjia Technology, Honasa Consumer, Amorepacific Group and Jamieson Wellness.

Last FYEV/RevenueEV/EBITDA
RevenueEBITDALast FYLTM2027ELast FYLTM2027E
Suning.com$7.3B$899M0.6x0.6x5.1x18.2x
DeNA$934M$174M1.1x1.1x5.9x6.7x
E-MART$21B$1.7B0.5x0.5x6.4x8.7x
Intercos$1.2B$155M1.3x1.3x10.2x8.7x
Zydus Wellness$419M$50M4.5x3.7x37.6x26.7x
Sailvan Times$1.8B$87M0.8x0.7x16.6x12.9x
Harbin Fuerjia Technology$284M$92M3.7x3.1x11.5x11.0x
Honasa Consumer$254M$27M6.1x5.4x58.0x46.9x

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Common questions about Dr. Squatch

When was Dr. Squatch founded?Dr. Squatch was founded in 2013.
Where is Dr. Squatch headquartered?Dr. Squatch is headquartered in Los Angeles, CA, United States.
Is Dr. Squatch publicly listed?No, Dr. Squatch was acquired by Unilever in June 2025.
Who acquired Dr. Squatch?Dr. Squatch was acquired by Unilever in June 2025.
How much was Dr. Squatch acquired for?Dr. Squatch was acquired for $1.5B in June 2025, a 16.7x revenue multiple.
What was Dr. Squatch's last funding round?Dr. Squatch's last funding round was a undisclosed-stage round in January 2021.
Who are Dr. Squatch's investors?Dr. Squatch's investors include Summit Partners.
Which companies are comparable to Dr. Squatch?Companies comparable to Dr. Squatch include Pharmapacks, Suning.com, DeNA, E-MART, Lush Fresh Handmade Cosmetics and Sailvan Times.

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