Known for natural soaps and viral ads, Dr Squatch sells directly to consumers and through retailers|@DrSquatchSoapCo|X

Unilever is buying US-based men’s grooming brand Dr Squatch for $1.5 billion, aiming to expand in the premium personal care market.

Known for natural soaps and viral ads with Sydney Sweeney and Mike Tyson, Dr Squatch sells directly to consumers and through retailers. 

The deal follows Unilever’s failed $1 billion bet on Dollar Shave Club, which it sold in 2023 due to poor integration.

The Dr Squatch deal aligns with CEO Fernando Fernandez’s push to shift focus from slow-growing food brands to high-margin personal care and wellness products.

Earlier this year, it bought refillable cosmetics brand Wild. It is also planning to spin off its ice cream division, including Magnum and Ben & Jerry’s, by the end of 2025. 

The new company, The Magnum Ice Cream Company, will be listed in Amsterdam as Unilever refocuses on faster-growing categories.